Home security solutions provider Godrej Security Solutions has said that it will spend Rs 100 crore in the next three years towards strengthening its omnichannel presence, consumer awareness initiatives on home security among consumers, and product innovation capabilities.
The company is planning to expand its reach to 250 districts with 10,000 retail outlets across urban markets in India. To bolster its omnichannel presence, the company has also unveiled its latest e-commerce platform (https://shop.godrejsecure.com) and a range of new home lockers starting Rs 6299. The new range of lockers
To exhibit the efficacy of home lockers, Godrej Security Solutions has also launched the unique nationwide “Break-in Challenge” engaging over 10 lakh citizens. The challenge will cover 15 cities across India, including metros as well as Tier 2 and Tier 3 markets.
As part of the strategy, the company has chosen Bollywood actor Ayushmann Khurrana to be the face of its new multichannel national campaign #BilkulSafeHai.
Mehernosh Pithawalla, Vice President and Global Head – Marketing, Sales and Innovation, Godrej Security Solutions, said, “In India, only 7% of the population owns a home locker. The Security Solutions Quotient study revealed 52% of Indians continue to store their valuables in cupboards and wardrobes which are vulnerable to break-ins. This is despite the high rate of crime and marginal recovery rate of stolen assets in the country. Through Rs. 100 crore investment in our omnichannel strategy and #BilkulSafeHai campaign, we wish to raise awareness among the consumer to take proactive steps towards making every Indian home absolutely safe.”
As part of the campaign, Godrej Security Solution unveiled a TVC featuring Khurrana.
Conceptualised by JWT, the TVC aims to highlight the benefit of adopting home lockers to secure valuables and documents at home instead of regular wooden cupboards or wardrobes. Continuing with Godrej Security Solution’s belief of using humour and emotions to engage consumers rather than inducing fear, the TVC dispels myths that one will never be the victims of theft. The TVC banks on humorous wordplay and depicts a familiar scenario of neighbours assuaging a homeowner post a burglary attempt.