CRIC

Godrej Security Solutions to spend Rs 100cr in BilkulSafeHai campaign: Mehernosh Pithawala

Pithawala, Vice President and Global Head - Marketing, Sales & Innovation, shares insights on the brief and concept of the campaign, and roping in Ayushmann Khurrana as brand ambassador

e4m by exchange4media Mumbai Bureau
Updated: Sep 26, 2019 3:43 PM

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Pithawala

Godrej Security Solutions (GSS) has launched their latest campaign #BilkulSafeHai, a 360-degree media campaign conceptualised by Wunderman Thompson, aiming to drive awareness about adopting security solutions. The brand has also roped in actor Ayushmann Khurrana as its brand ambassador.

In a chat with exchange4media, Mehernosh Pithawala, Vice President and Global Head - Marketing, Sales & Innovation spoke about the brief and concept of the campaign.

Investment in the campaign

Godrej Security Solutions has committed to spend Rs 100 crore in the #BilkulSafeHai campaign over the next three years. The investment will be utilised towards strengthening its omni-channel presence and product innovation capabilities.

In the first phase, the company launched a TVC roping in Ayushmann Khurrana to have an appeal across demographies in the country. On-ground promotions in the form of a Break-in-Challenge, also a part of the campaign is being conducted simultaneously across the country.

The activation aims to educate over 10 lakh Indians across 15 cities, including Mumbai, Delhi, Kolkata, Ahmedabad, Chennai, Hyderabad, Chandigarh, Bengaluru and Pune, in the next six months.

Based on a recent study, India’s Security Solutions Quotient, we observed that one in every two residents in India still store their valuables in wooden cupboards and wardrobes which are easily breakable. Thus, we wanted to inculcate the idea of adopting new-age home security solutions that can empower consumers and make them responsible towards their families and valuables.

The education programme is a unique Break-in-Challenge that encourages residents and professionals to attempt breaking open a home locker as against a locked wooden cupboard drawer. We believe that this initiative will drive the change towards security consciousness. All the initiatives in the campaign are directed to raise awareness among the consumers to take proactive steps towards making every Indian home absolutely safe.

The campaign brief
The brief of the TVC, in line with the campaign, was a simple concept that ‘Godrej Home Lockers are 10 times stronger than a cupboard’. Every initiative of the campaign has been designed to raise awareness among consumers on how to take steps to ensure their own safety and getting a locker at home is one the easiest ways to do that. The TVC and ‘Break in Challenge’ emphasize on the sturdiness of lockers and how it can help an individual or family to prevent loss of valuables at home.

Marketing mix for the campaign
#BilkulSafeHai is a 360-degree omnichannel campaign designed to reach out to every individual who keeps their valuables and documents at home, assuming it to be the safest place. The Break-in-Challenge was an on-ground activation that directly connects the brand to the potential consumers to spread awareness among 10 lakh citizen across 15 cities in the country. The consumers can have a touch and feel of the product and understand how a home locker is better and sturdy enough to protect valuables from petty and large thefts.

On the other hand, the TVC and DVC are focused on reaching out to consumers using humour to create recall. It reaches out to a larger audience through both traditional and digital channels.

On Ayushmann Khurrana as the choice for the brand ambassador
Ayushmann Khurrana is seen by the audience as ‘the sensible man of Bollywood’. A regular guy who everyone can relate to. And that is his strength. He is not a ‘villain fighting hero’, but a hero who does the right thing. This is the reason why as an audience we all connect better with him and his movies. His persona is that of a thinking man. But what really makes his movies more memorable and truly effective is that the message is always given in a light hearted manner. Ayushmann is the perfect fit for the ‘Home Locker’ campaign from Godrej Security Solutions as we are urging consumers to make the sensible choice but in a light hearted manner. To make a shift and do something they should have done a while back which is being ‘Absolutely Safe’.

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