MAM

More than One lakh Indians Fail Godrej Security Solutions’ Home Locker Break-In Challenge

In the first phase of the challenge spanning 150 days and across eight key metro cities

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/01/29/09j4e1pf.jpg?itok=J-SOgTOq

Mumbai: India’s largest and trusted home security solutions provider, Godrej Security Solution, today completed 150 days of its unique Break-in Challenge. During the first phase of the challenge, held across eight key metro cities of the country, over 1 lakh consumers partook but failed to break open a Godrej home locker as against a locked wooden cupboard.

GSS’s Break-in Challenge was unveiled in August 2019 during which the company committed to reaching out to 10 lakh Indian consumers from 350 residential societies and commercial establishments across 15 key cities before FY2021. The challenge was commenced in response to a consumer behaviour insight study, ‘India’s Security Solution Quotient’ which revealed 55% of Indian consumers continue to store their valuables in cupboards or wardrobes despite the availability of more economical and safe options like home lockers.

Commenting on this initiative, Mehernosh Pithawalla, Group Head, Vice President and Global Head - Marketing, Sales & Innovation said, “Last year our consumer behaviour survey, India’s Security Solutions Quotient, highlighted that one in every two residents in India continues to store their valuables in cupboards and wardrobes. This was one of the critical security mistakes pointed out by the study. It highlighted an urgent need to educate consumers that our home lockers are 10 to 1000 times stronger and more secure than wardrobes. Basis the principles of ‘show don’t tell’ we embarked on a consumer activation programme that not just educated consumers but also gave them first-hand experience of security solutions available in the market. We are happy to announce that in the first phase, over 1 lakh people failed in the attempt to break-open our home locker and claim the INR 1 lakh prize money. Consequently, we have seen a proportionate skew towards the adoption of trustworthy security solutions and home lockers amongst the participants as they acknowledge the importance of protecting their valuables and loved ones for attaining peace of mind.”

The Break-in-Challenge is a part of the Godrej Security Solutions' recent omnichannel marketing campaign, #BilkulSafeHai, under which the company has taken various measures to reach out, educate and engage consumers on the importance of adopting home security solutions. The campaign was launched with a humorous series of TVCs, digital videos and print campaigns featuring leading Bollywood actor Ayushmann Khurrana starting September 2019. As an extension of the strategy, the company also launched its e-commerce store in November 2019.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/21/OK.jpg?itok=7U1u1l29
OK Tested all set for its first live event

NEW DELHI: OK Tested, ScoopWhoop Media's newest lifestyle video channel, is all set for its first live event, The Fam Fest 2020. As the name suggests it's not just a fan meet, it's a meeting of people that have supported ScoopWhoop Media on this journey to something so much more tangible than likes...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/21/bipin.jpg?itok=WYg21EUU
Bipin R Pandit’s 15th edition of Khumaar enthralls Mumbai audience

MUMBAI: Bipin R Pandit’s  musical extravaganza Khumaar that happened on Friday 14 February 2020 was a packed house show attended by 800 plus audience at the St Andrew’s Auditorium, Bandra, Mumbai. The valentine special show was dedicated to romantic songs.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/21/tata.jpg?itok=zcWGd6Qo
Tata Nexon EV takes experiential marketing to next level

MUMBAI: Tata Motors has partnered with Godrej L’Affaire, a luxury lifestyle experiential platform by the Godrej Group, to exhibit and demonstrate the capabilities of its recently launched Tata Nexon EV- India’s Own Electric SUV. The company will set-up an experience zone at the Godrej L'Affaire to...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/21/trumph.jpg?itok=FKhv10vP
US PRESIDENT DONALD TRUMP WATCHES WION!

MUMBAI: While India is getting ready to say ‘Namaste Trump’ on the US president’s first state visit to the country, WION – India’s first International News channel is making news.  The detailed coverage by WION was even retweeted by President Donald Trump!

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/21/lakme.jpg?itok=z-EuwlWY
LupinLife Collaborates With Payal Singhal and Mithali Raj at Lakmé Fashion Week 2020

MUMBAI: Corcal Bone & Beauty calcium supplement from LupinLife (Consumer healthcare business of pharma major Lupin) returns to Lakmé Fashion Week at the Summer/Resort 2020 edition. In its 2nd edition, LupinLife collaborated with designer Payal Singhal and Mithali Raj — Captain of the Indian...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/21/rohit.jpg?itok=jUmlpRLL
LaLiga launches first-ever campaign with Rohit Sharma as ambassador in India

MUMBAI: LaLiga, one of the most popular football leagues in the world, has launched an on-air campaign to promote the Spanish league in India with its brand ambassador, Rohit Sharma, vice-captain of India cricket in T20 and ODI format. The campaign has been launched to take the brand and the sport...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/21/vmate.jpg?itok=jC2k8Ref
Pair of Men Wins VMate’s #HappyValentinesDay challenge

MUMBAI: In a pleasantly surprising turn of events, trending short video platform VMate has announced a male duo as the winner of the recently concluded #HappyValentinesDay challenge, which witnessed a massive participation and creation of more than 8.5 million videos. These two men would be awarded...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/21/Vertical_Videos.jpg?itok=MBFvI-Pv
Better completion rate and recall: Why vertical videos are the current big marketing tool

MUMBAI: Early last year, a new buzzword caught the attention of marketers globally -- vertical videos. Despite being a regular feature on apps like Snapchat and TikTok, the vertical video domain was not explored much by the marketers before the advent of IGTV by Facebook in mid-2018. Paired with...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/20/bsc.jpg?itok=2sMYeSpx
14 percent of Valentine gifts were from men to men, says Bombay Shaving Company

MUMBAI: Valentine’s season is a great occasion for brands to make connections with the masses. For people, this day is about celebrating love, togetherness and experiencing butterflies in the stomach. But for Bombay Shaving Company, it was about experiencing a rush of orders and spike in sales. The...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required