JWT India, Mumbai Follow Update

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  • Mumbai, Maharashtra 400 013
  • India
  • Phone: 22 40985555
  • Fax: 22 40985656

Godrej Security Solutions - "Godrej Security Solutions" - JWT India

  • Godrej Security Solutions
  • Godrej Security Solutions
  • Godrej Security Solutions
  • JWT India
  • India
  • Cotton Balls
Product CategoryWindows, Locks, Alarms, Fireplaces, Hot & Cold Ventilation
Media TypeTelevision

Story

To demonstrate the brand's role in the consumer's life in the changed scenario, we adopted the simple but powerful approach of swapping the protagonist. We decided to make the home owner the hero of the campaign. The TVC was constructed in a manner that provided control of the situation to him. Keeping the brand communication codes intact, we decided to amplify the messaging by using a subtle dose of humour. This had worked wonderfully in the past and helped the brand pierce the cultural shield that the consumer had used in his defence. The take-out from campaign has been mnemonisized through the 'Ab Musibat Se Darna Kaisa' button and this is really the consumer response which we wish to evoke. 

Concept

While the brand witnessed market defining growth over the last couple of years and the campaign helped garner tremendous saliency for the brand, there was still tremendous growth potential in the home market for the category which was untapped.

Consumer research conducted by IMRB in ’11 across various parts of India, backed by extensive market visits and interactions with the channel brought alive the changing market scenario and the consumer mindset.

There was a greater sense of uncertainty in the surroundings due to the deteriorating law & order situation visible from increasing crimes/thefts, terrorism, crimes against senior citizens etc. High level of perceived external threat heightened security concerns and lend a sense of insecurity. ‘The danger is more now, it was not so insecure then – we could just lock the home and leave’.

There were other factors also which had increased security concerns. Nuclearization of families and increase in full time employment meant that the need for security at home had intensified. Security concerns were also enhanced due to accumulation of precious things. The consumers emphasized the fact that there was back of mind anxiety when they left the home alone/kids were alone.

Security issues were now salient in the minds of the consumers due to external threats. ‘We are dependent on domestic help. Parents, neighbors keep watch on kids and home when we are away. House, kids, old people and money should be safe’.

However, consumers believed that inspite of the several security measures undertaken to combat the insecure environment- Anything could happen! There was a belief that despite all the preventive measures taken, the threat could not be completely eliminated. ‘With advancement in technology, theft/burglary instruments have also modernized. Thieves are using modern technology for robbery’.

What consumers were aspiring was for was an idealistic space where the security concerns could be eliminated.

While the campaigns undertaken over the last few years had built category relevance, the need of the hour was to demonstrate the brand’s ability to perform a role in the consumer’s life. The need of the hour was to instill confidence in the minds of the consumers by giving him control over the situation. 

Result

To demonstrate the brand's role in the consumer's life in the changed scenario, we adopted the simple but powerful approach of swapping the protagonist. We decided to make the home owner the hero of the campaign. The TVC was constructed in a manner that provided control of the situation to him. Keeping the brand communication codes intact, we decided to amplify the messaging by using a subtle dose of humour. This had worked wonderfully in the past and helped the brand pierce the cultural shield that the consumer had used in his defence. The take-out from campaign has been mnemonisized through the 'Ab Musibat Se Darna Kaisa' button and this is really the consumer response which we wish to evoke.