A burglary attempt, distressed victim and sympathetic neighbors are the key elements in the new Godrej Security Solutions (GSS) television ad featuring actor Ayushmann Khurrana. The ‘Bilkul Safe Hai’ integrated campaign delivers the message of staying protected by using high-end security home solutions with its signature humour.
Created by advertising agency Wunderman Thomspon, the campaign aims to highlight the benefit of adopting home lockers to secure valuables and documents at home instead of regular wooden cupboards or wardrobes. The television ad banks on humorous wordplay and depicts a familiar scenario of neighbours assuaging a homeowner post a burglary attempt. Shridhar (played by Khurrana), a nerd who is very particular and has every eventuality planned out, is seen at his home where a burglary attempt has happened. His neighbour (played by actor Rajesh Sharma) tries to sympathize but later realizes that the burglars have failed to rob Shridhar’s house (as he had Godrej security system in place) and decided to rob Sharma’s house instead. The ad uses humour to dispel the myth that one will never be the victims of theft.
“In India, only 7% of the population owns a home locker. Our 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,” said Mehernosh Pithawalla, vice-president and global head – marketing, sales and innovation, Godrej Security Solutions. “Through ₹100 crore investment in our omnichannel strategy and ‘Bilkul Safe Hai’ campaign, we wish to raise awareness among the consumers to take proactive steps towards making every Indian home absolutely safe.”
