‘Khushiyon Ke Rakhwale’ to Secure Homes and Boost Happiness
Mumbai: Godrej & Boyce’s Security Solutions, part of the Godrej Enterprises Group, has introduced the ‘Khushiyon Ke Rakhwale’ campaign, underscoring its long-standing commitment to home protection. The campaign emphasizes the emotional peace of mind that comes from knowing that loved ones and valuables are safe, thanks to innovative and reliable home security products.
A national “Happiness Index Survey” conducted by Godrej & Boyce’s Security Solutions division examined the connection between home security and overall happiness. The survey, which included 2,400 participants aged 18-50 across 12 cities in India, found that 67% of respondents believe enhancing home security would positively impact their happiness. Furthermore, 57% reported an increase in their sense of well-being after installing security measures. The survey also revealed that 74% of respondents are considering upgrading their home security systems within the next three months, highlighting the importance of security for a sense of comfort and happiness.
On the sidelines of the TVC launch MadeInMedia.in’s Kalpana Ravi caught up with PushkarGokhale, EVP and Business Head of the Security Solutions business at Godrej & Boyce to talk about the launch and the co relation between Security and happiness……
Excerpts…….
The Strategy Behind Home Security
As a 125-year-old company synonymous with security, Godrej has always relied on extensive research to understand its customers. The company’s approach to this campaign was informed by research that highlighted the strong correlation between happiness and feeling secure. Security is a key factor in achieving a state of happiness, and after generations of providing trusted security solutions, Godrej believes there’s no one better suited to lead the ‘Khushiyon Ke Rakhwale’ campaign.
The Campaign’s Core Message
The campaign seeks to raise awareness about the importance of home security. The survey findings reveal a common mindset among customers—that nothing bad will happen to them or their family. Godrej aims to change this perception by educating consumers about the need to be prepared for all possibilities. Their security solutions protect homes from the doorstep to the bedroom, ensuring peace of mind.
Godrej’s Market Share and Industry Challenges
Godrej currently holds about 80% of the home locker market. However, the company’s focus isn’t solely on increasing market share but on expanding the category by driving product adoption. Despite the availability of advanced security options, many people still hide valuables in unconventional places like under mattresses or in kitchen containers. Godrej is committed to educating consumers on the benefits of using proper security systems to protect their homes and families.
Marketing Strategies for the Campaign
The campaign includes a TVC and follows the success of a previous campaign, ‘Desh Ki Tijori’, which was well received across the country. The current campaign is running on traditional television and digital platforms, timed perfectly ahead of the festive season.
Changing Perceptions of Home Security in India
The mindset around home security shifted during COVID-19. Pre-pandemic, homes were viewed primarily as places to stay. Post-pandemic, homes have gained deeper value as places where memories are made and peace is found. This shift has led to increased anxiety about security, which Godrej aims to address through this campaign.
New Innovations in Security Systems
Godrej offers a complete security setup for homes, including video door phones that allow users to interact with visitors via mobile devices, Wi-Fi cameras for monitoring children or elderly family members, and secure home lockers for valuables. With changing preferences from steel almirahs to wooden wardrobes, Godrej’s steel safes provide superior security while blending into modern home designs. This integrated offering is designed to keep homes secure and families happy.
Strengthening its omnichannel presence and innovation
A significant portion of our sales at Godrej Security Solutions still comes from traditional channels such as dealers, distributors, and retailers, which remain a key focus for our business. However, we are also enhancing our presence on online platforms like Amazon and Flipkart, alongside our own e-commerce website. Our online store has grown in prominence, and we are prioritizing its expansion as part of our broader omnichannel strategy.