Godrej Security Solutions: Trouble doesn't come announced!

Deepali Sharma

The nascent Indian home security market was struggling for relevance, with few consumers using basic security products such as home safes and video door phones.

Godrej Security Solutions: Trouble doesn't come announced!

Deepali Sharma

Campaign Details

Brand owner: Godrej Security SolutionsAgency: JWT MumbaiBrand: Godrej Security SolutionsCampaign duration: 1-3 yearsCountry: IndiaMedia budget (USD): $5m-$10millionChannels used: Direct marketing, Magazines - business, trade, Magazines - consumer, Newspapers, Print - general, unspecified, Television

Executive summary

How do you use humour to communicate a grim message? For this campaign, we exposed consumers' vulnerability by using irony to create relevance in their minds for a product that they largely ignored.

With very low category relevance in the home...

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