How Godrej Locks is playing a perception game to win over new-age customers

With humour and realism in its advertising and an increased digital presence, the legacy brand retools itself for a new generation of customers

How do brands battle perception? How does a burger chain or a cola brand, for instance, convince customers that it cares about their health? Or more pertinently, in the case of Godrej Locking Systems and Solutions (GLSS), how does a brand overcome its trusted legacy of analogue solutions to persuade customers that technology and design are also among its core strengths? 

By keeping one’s ear close to the ground and adding a dash of realism and humour to its communication seems to be Godrej’s answer. Besides bringing in the latest technology in locking solutions and opening up digital storefronts on