Godrej to focus on home security products aggressively

New ad executions; an extension of last year's 'Ab Musibat Se Darna Kaisa' continues to harness humor as vehicle to promote adoption of security solutions

Buoyed by the response from Home security products, Godrej Security Solutions (GSS), one of the leading providers of comprehensive security solutions in India, is now focusing aggressively on this segment.

In order to target the potential customers, the company today showcased its latest security products in Chandigarh to coincide with the launch of their new national ad campaign for this year.

The new ad executions; an extension of last year's successful campaign 'Ab Musibat Se Darna Kaisa' continues to harness humor as a vehicle to promote adoption of security solutions by bringing alive the benefits of Godrej Safes in a clutter breaking manner.

The campaign is focused on empowering the consumer and driving home the point, that armed with Godrej Security Solutions, one can be fearless and in total control of their house and valuables.

Speaking to Business Standard, Mehernosh Pithawalla, Assistant Vice President, Marketing, Godrej Security Solutions said, " Home security products have huge potential in India. However the problem lies in adoption of the category. The segment is growing at the rate of 35-40% and this year it would touch Rs 140 crore.

“We are doing extremly well in this segment and have a lion share in safes and vault room. Last year, the revenues from home security product was Rs 80 crore and this year we are targeting to touch Rs. 110 crore,” he added.

On being asked about the new commercials,he added, “When we began our brand journey in 2010, consumers had a sense of denial but today they have evolved and are aware of the importance of security needs. However, they still believe that despite all preventive measures taken, threats cannot be completely eliminated."

He added, "Also, our research revealed that while many consumers have heard of Godrej Safes, there is a lack of knowledge about the range of safes offered by GSS and how they can fit in their lives. Hence we decided to further dimensionalize control and give the consumers reasons to believe in this year's campaign."

The TVC was constructed in a manner that provided control of the situation to him in different situations. Keeping the brand communication codes intact, we decided to amplify the messaging by using a subtle dose of humor. This had worked wonderfully in the past and helped the brand pierce the cultural shield that the consumer had used in his defence, he said.