One of the divisions of Godrej & Boyce Mfg Co. is Godrej Security Solutions. Godrej is India’s top manufacturer and marketer of security systems, making it a pioneer and industry leader. Godrej has a global presence in 55 nations, including those in the Middle East, South East Asia, Far East Asia, East Africa, the United States, Europe, and the SAARC nations.
Godrej Security Solutions has expanded its discussion to include customers who worry about leaving their homes unattended while away on vacation or for work. We Indians are unable to fully appreciate the present because of this very typical trait. Godrej has started a campaign called Peace of Mind featuring Ayushmann Khuranna in response to this idea.
When Indians leave their homes for work, social events, or even just for leisure, they worry about leaving their “Peace of Mind.” We Indians worry a lot about our possessions left unattended at home when we need to travel or stay away from home for whatever reason, and this is a proven, universal truth. For a successful and enjoyable vacation or business trip, Indians are encouraged to “travel peacefully,” which is compelling for the brand and the audience.
Pushkar Gokhale, Business Head of Godrej Security Solutions, talks to Adgully about the DVC concept, new brand marketing methods the company is developing, and other topics.
What is the main concept of the new advertisement with Ayushman Khurana?
This campaign and the DVCs produced with our brand ambassador Ayushmann Khurrana has us very enthusiastic. We have drawn inspiration from both his and our own storytelling approaches, which are both hilarious and thought-provoking. We have always worked to challenge customer beliefs and overcome their resistance to implementing security measures for their possessions and loved ones.
Through these movies, we have essentially served as a reminder to individuals that when their homes and workplaces lack security measures, they are constantly leaving their minds behind and unable to fully experience the present. Everyone can relate to being anxious all the time.
People frequently worry about their possessions and loved ones when they are away from home, especially for a lengthy period of time.
As a result, we emphasize the value of “Peace of Mind”—a straightforward statement that connects with our target audience.
We also invited popular comedian Kiku Sharda to join us in Mumbai at an iconic location, where he interacted with pedestrians himself.
So, overall, we believe this campaign has assisted us in connecting with the Indian consumer, making them more proactive about their security, and allowing them to live more at the moment.
What are Godrej Security Solutions’ challenges, and how are they addressing them?
We are working to make home security easier for consumers. Their expectations have shifted, and the entire world has converged on a mobile smartphones. As a result, we are working to improve our technological capabilities in order to provide solutions that meet consumers’ expectations.
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