Godrej Security Solutions pays tribute to Indian rap culture riding on Gully Boy wave

Godrej Security Solutions (GSS), India’s leading security solutions provider, has brought back its popular TV commercial for Godrej Goldilocks as a salute to rap culture which has seen a spike in popularity thanks to the upcoming Ranveer Singh starrer Gully Boy. GSS created this interesting TVC to grab attention from consumers and create impact.

The TVC is the first ad film in India which used Marathi rap to promote Goldilocks- personal locker for everyday use. The film has a captivating Marathi rap number by MC Azad a.k.a Rushikesh Jadhav playing in the background. Interestingly, the real life story of MC Azad is similar to the story of Ranveer Singh’s character (Murad) in Gully Boy. Azad also found recognition in a competitive industry purely on the merit of his talent, determination and hard work.

Conceptualized by JWT the ad film was originally created as part of three-film television campaign for its personal locker brand Goldilocks, to get the audience thinking about what you would keep in your own Goldilocks. The campaign ‘Keep it personal’ used humour to encourage the adoption of home security solutions by offering innovative reasons for using the safe. 

This particular TVC shows the story of a brother’s sister who is not the best of drivers, and she loves taking his car along which doesn’t return in the same state when it was borrowed in the morning. What does the brother do: simple, keeps his car keys in his own Goldilocks!

Mehernosh Pithawalla Vice President and Global Head - Marketing, Sales & Innovation, Godrej Security Solutions said, “Today brands are finding disruptive ways to get the consumer’s attention. Humour is a great connect and at Godrej Security Solutions we have tried to use this element to drive our messages rather than rely on fear- psychosis.  This video is about getting viewers to think of the various things that they would like to store in their personal locker. The use of rap in the video will also resonate well with the new age customer."

Lesser spoken of talents such as underground art amongst youngsters has been persuading and contributing to the industry.