Mumbai: The security solutions business of Godrej & Boyce, part of Godrej Enterprises Group has introduced its new ‘Khushiyon Ke Rakhwale’ campaign. The campaign highlighted the brand’s commitment to securing homes and ensuring the protection of what matters the most. With innovative and reliable home security solutions that provide peace of mind for families across India, the campaign aims to emphasise the emotional comfort that comes with knowing people's loved ones are well-protected.
Indiantelevsion.com caught up with Godrej & Boyce EVP and business head of the security solutions business Pushkar Gokhale who gave an overall brief of the campaign and lot more!
Edited excerpts
On the inspiration behind this campaign
In developing our campaign, we conducted research to explore the correlation between happiness and security. We aimed to determine whether such a connection exists and, if so, to what extent. This led us to survey 2,400 customers to understand this relationship, which ultimately shaped the direction of our campaign. For the past 125 years, Godrej Security & Solutions has evolved its products to enhance people's safety and security. Discovering a link between happiness and safety inspired us to position ourselves as a brand that "secures your happiness." This is how the seeds of our campaign were planted. Previously, we focused on "Desh ki Tijori," and now we’re excited to launch “Khushiyon ke Rakhwale,” perfectly timed for the festive season.
On some key features
We are continually innovating, and this campaign is no exception. Our strategy includes leveraging digital media, social media platforms, OTT channels, and television. Additionally, we plan to execute on-ground activations, taking advantage of our 5,000 retail counters nationwide to raise awareness and engage consumers through an omnichannel approach. Our e-commerce growth also supports this initiative.
On the crucial aspect of this campaign
Awareness is a crucial aspect of our campaign, especially since our research revealed a prevalent mindset among customers: “Nothing will happen to me.” We aim to educate them that security incidents can happen to anyone and emphasize the importance of preparedness. Our product range addresses security at various levels—from home entry points to the heart of the home, represented by our secure lockers. With rising jewelry and gold prices, protecting these valuable items becomes imperative; neglecting security invites potential theft.
On the growing technology incorporated in this market
We prioritize consumer research, as our customers increasingly view technology as integral to security, particularly in the banking and jewelry sectors. To meet these needs, we have enhanced our products with smart technology, incorporating artificial intelligence and IoT capabilities.
Any particular challenge for the security solutions market
One challenge we face in the home locker category is that, while we hold an 80 per cent market share, our focus should shift from simply increasing market share to expanding the market size itself. This requires increasing product adoption and building the category, as there are numerous substitutes available. Many customers still resort to hiding valuables in mattresses or temple houses—basic tactics that any burglar would recognize. We are committed to educating our customers about the importance of proper security solutions.
On future plans and other innovations
Moreover, our product development is driven by consumer research. For instance, our digital home locks have evolved from basic keypads to incorporating biometric access and multiple security features. We are also working on innovations that allow mobile phones to serve as keys, utilizing one-time passwords for added security. These technological advancements will continue to evolve as part of our ongoing commitment to enhancing home security.
