Godrej Security Solutions: Trouble doesn't come announced!

Deepali Sharma

Campaign Details

Brand owner: Godrej Security Solutions
Agency: JWT Mumbai
Brand: Godrej Security Solutions
Campaign duration: 1-3 years
Country: India
Media budget (USD): $5m-$10million
Channels 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 security segment and low usage of basic security products such as home safes and video door phones, the Indian home security market was still at a nascent stage. Home security solutions in India only used two communication approaches:

  1. Scare the consumer into buying the product by upping the fear quotient.
  2. Reassure them by making the product the hero.