Godrej Security Solutions asks people to 'Keep it Personal'
A bit of humour is always welcome! Godrej Security Solution has once again used this strategy to communicate the need for personal security in the ‘Keep it personal’ Goldilocks “Your Personal Locker” campaign. The leading security solutions brand along with JWT has recently launched three new TVCs that use fun and intelligent creative to bring into focus the need and importance of keeping our personal belongings safe and organized. Goldilocks, India’s first ever personal locker was launched in November 2015.
Godrej Goldilocks is a result of customer driven approach to innovation and product development. It is based on strong consumer insight that there is a need for a locker which is both portable and provides ease of access and convenience, allowing us to be more organized and keep things in order.
Godrej Security Solutions has always gone beyond inducing fear but rather using quirk and humour to encourage adoption of home security solutions. Be it a son trying to ace some cash from his father, a brother trying hard to keep his car keys from his sister or the lady who safeguards her true age from everyone, the three TVCs conceptualized by JWT nails the brand’s strategy of ‘Your Personal Locker’ to get you thinking about security for your personal belongings!
On the TVCs, Mehernosh Pithawalla, Head - Marketing, Sales and Innovation, Godrej Security Solutions, said, “At Godrej Security Solutions, we have always adopted a customer driven approach to innovation and product development. We have always resisted from adopting fear-psychosis as the core of promoting Home security Products. Therefore, use humour as a tool to discuss security. This innovative approach has helped our campaigns to clinch consumer awareness along with several key awards Goa Fest, Cannes Lions, Effies, Spikes Asia, CMO Asia Awards, Mirchi kaan Awards, Effies, Spikes Asia, among other.”
Commenting on the idea behind the campaigns, Steve Priya, VP and ECDs, JWT Mumbai said, “The idea is really simple. Why does anyone have a personal locker? Well, so you can put anything that you feel is valuable inside it. It’s a personal choice. Different things are valuable to different people for different reasons. What might seem really valuable to me might seem worthless to someone else. We didn’t want to specify or list out things that should be put inside this locker. Since it's a 'Personal Locker' that choice is better left to the consumer.”
“The communication, tone and style of the campaign were designed around the product. The storytelling and execution of the campaign too had to be unexpected and surprising. Every story is unpredictable and engaging, as you don’t know what it’s building up to! Is it a car commercial, is it an insurance ad? What is it? The surprising connections of what each person uses the locker for in the end, is what gives the campaign a fresh voice,” Steve Priya concluded.
Inspired from the story ‘Goldilocks and the three bears’, Goldilocks is designed to offer the ‘right’ locker for everyday needs. Its sleek design and compact structure allows customers to store their everyday valuables like mobile, keys, wallet, iPods, etc. Ergonomically designed for easier access,
Goldilocks comes in two attractive colours, and with a host of features like smart touch panel, anti-theft buzzer, and a smart locking cable. The safe might be small, but its utility is immense. The product has been priced at `6499.
About the TVC:
Daily valuables have a varied definition for each one of us. Therefore, the three TVCs are asking consumers what are these daily valuables that they would wish to keep in India’s first personal locker – Goldilocks. The three TVCs use different scenarios from our lives and highlight different daily valuables that Goldilocks can secure.
Agency name – JWT Mumbai
Chief Creative Officer – Senthil Kumar
National Creative Director – Tista Sen
Creative Team – Steve Priya (VP & ECD), Manash Parui, Ashok Salunke, Ninad Nashikkar
Account Management: Anitha Krishnan (VP & EBD), Gautam Roy, Rajdeep Sarkar, Siddhika Poddar
Production House – Early Man Films
Director – Abhinav Pratiman
Producer: Amarjeet Phukan