We want to make Indian consumers more proactive about their security: Pushkar Gokhale
Godrej Security Solutions is one of the divisions of Godrej & Boyce Mfg Co. A pioneer and leader in the business, Godrej is the largest manufacturer and marketer of security solutions in india. Godrej is internationally present in across 55 countries, including the Middle East, South East Asia, Far East Asia, East Africa, US, Europe and the SAARC countries.
Godrej Security Solutions is no longer limiting the conversation on people stressing about leaving their houses unattended, whether they are out on a business trip or leisure. Due to this very common characteristic in us, as Indians, we are unable to enjoy moments at the fullest. Regarding this thought, Godrej has launched a campaign, titled Peace of Mind, featuring Ayushmann Khuranna.
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The idea of ‘Peace of Mind’ has a particular resonance for Indians and how they worry themselves when they leave their home for work, functions or even leisure. A provable, common reality is that – we Indians, worry a lot about our belongings left unattended at home while we need to travel or stay away from home for any given reason. A call for Indians to ‘peaceful travelling’ for a fun and successful leisure or work related trip are compelling for the brand and the audience.
In conversation with Adgully, Pushkar Gokhale, Business Head, Godrej Security Solutions, speaks about the idea behind the DVC, new brand marketing strategies Godrej Security Solutions is coming up with and so on.
Could you walk us through Godrej Security Solutions brand journey so far?
Since 1902, Godrej Security Solutions, a division of Godrej & Boyce, the flagship company of the Godrej Group, has been the nation’s first choice when it comes to integrated security solutions for families and institutions. We have earned the trust of our customers due to our commitment to quality, differentiated, integrated, and intelligent solutions that are created to satisfy even the most discerning customer.
Today, we are India’s only comprehensive Security Solutions provider, offering a wide range of integrated security options for commercial, industrial, and residential buildings. As a brand, our focus is on ensuring that our products are state-of-the-art, comprehensive, and innovative. At the core our goal has always been to secure homes and today we have secured even illustrious establishments like the Reserve Bank of India, the Taj Mahal, and organisations of national significance like ISRO & DRDO labs.
For the majority of the top public and private banks in India, we produce vaults, lockers, and secure room doors. We also produce security goods for the marine and defence industries. Today, we have provided surveillance installations in over 45 countries, including the Middle East, South East Asia, Far East Asia, East Africa, USA, Europe and the SAARC countries.
Over the years, we have diversified our offerings and always endeavoured to stay ahead of the curve, designing and offering solutions that make everyday lives of the Indian consumer, increasingly convenient.
What makes Godrej Security Solutions different from other competitive brands?
Being an Indian originated company, we understand the needs and requirements of the people very well, and it helps us provide better fit solutions to our customers. Godrej & Boyce completes 125 years this year and that legacy stays with us and so does the core values that we have always been a ‘Made in India’ brand. We believe in continuous improvement, and hence we follow the current trends and customer patterns to develop enhanced solutions to address the need of the hour, this is what gives us an edge over other players in the segment.
Beyond products one of things that we have always tried to do is also educate consumers on the importance of security solutions for their homes, workplace etc. We have seen trends where Indian consumers still do not put as much focus in securing their homes with updated solutions and hence awareness is important. This year we launched the ‘Safe & Sound’ report that gave us insights into what Indians think of when they hear the phrase and we have used those insights to educate our audiences. The latest campaign, Peace of Mind, in its own way also reminds our consumers that the need for good integrated security solutions is very strong.
What is the core idea behind the new campaign featuring Ayushman Khurana?
We are quite excited about this campaign and the DVCs created with our brand ambassador Ayushmann Khurrana. We have not only taken cues from his own style but also our own, where our style of storytelling is both humorous and at the same time thought provoking. We have always tried to question consumer’s beliefs and shake their Inertia to adopt security for their valuables and loved ones.
Through these films we have essentially reminded people that when their homes and workplaces are not equipped with security solutions, they are always leaving their mind behind and not able to truly be in the moment. Constant worry that everyone relates with.
When people are away from home, especially for an extended period of time, they frequently worry about their valuables and loved ones.
Hence, we stress on the importance of ‘Peace of Mind’ – a simple message and yet something that our consumers can resonate with.
The most unique thing about this campaign was the usage of ‘headless’ people in the films, to show what it feels like to leave your ‘head’ behind at home with worry. But what we did differently was take this to the real world. We had mascots, people in costumes ‘headless’ roaming around in 4 major cities in India, Mumbai, Delhi, Bangalore and Kolkata. The reactions we captured were very good and more importantly, this BTL marketing activity helped us reach our consumers directly. To amp it up we also partnered with popular comedian, Kiku Sharda, to join us in Mumbai at an iconic spot as he interacted with pedestrians himself.
So, as a whole we feel this campaign has helped us connect with the Indian consumer, make them more proactive about their security and help them live more in the moment.
What are the challenges that Godrej Security Solutions is facing and how are they dealing with them?
We are working towards simplifying home security for consumers. Their expectations have evolved and the world has converged onto a mobile smart phone. Hence, we are working on increasing our capabilities on the technology front to offer solutions in line with consumers’ expectations.
What are the new brand marketing strategies Godrej Security Solutions is coming up with?
Like I mentioned above, for us at Godrej Security Solutions educating consumers have been the focus, not just in the B2C sector but also in B2B. Our communication strategy has always been that our customers should have #PeaceOfMind while using our products at homes, offices and even at their commercial establishments. We will keep utilising customer feedback to develop innovations that customers can rely on for all of their security requirements. Our goal will be to provide solutions that are timely and appropriate in the post-COVID world in order to help ensure safety, security, and peace of mind.