Godrej Security Solutions unveils its campaign with Ayushmann Khurrana
Godrej Security Solutions, a Godrej & Boyce business, has unveiled its latest “Peace of Mind” campaign, featuring a new film starring actor Ayushmann Khurrana. The film invites people to be in the moment by traveling without worrying about the safety of their home; reminds us of the essential role played by security solutions in providing peace of mind.
This is however shown with a twist! It features Ayushmann interacting with “headless” people around him, “headless” because they left their minds at home worrying about the safety of their home. The fun take was conceptualized by Sixty Fifth Communications.
“Godrej Security Solutions through this film cleverly shows how the brand has been a catalyst in bringing mental relaxation into the lives of its consumers, by providing the best security solutions on the market,” the company said.
“I am delighted to be part of the Godrej Security Solutions family! I had fun filming the ad which has an underlying message that is simple, relatable and the concept is built on such strong human ideas. Whenever we attend a function or travel, we all at some point have a part of our mind left at home preoccupied with various things. And here is that brand, again with a message that gets people questioning their readiness in a fun and innovative way. I can’t wait to see how the public will react to this one,” said Ayushmann Khurrana, Brand Ambassador, Godrej Security Solutions.
Godrej Security Solutions to grab eyeballs even in the physical world, had “headless” mascots in 3 key cities in India, Mumbai, Delhi and Bangalore. This was a simple activation done in the teasing phase, to get people interested in the concept of “leaving the mind at home with worry”. These headless people “engaged” with consumers on the ground as well as popular Instagram influencers who further helped tease the public. Another strategic move was to unveil the teaser featuring Ayushmann with major entertainment platforms, fan clubs and paparazzi all of which sparked curiosity among Indian audiences about Ayushmann’s upcoming project.
Commenting on the campaign, Pushkar Gokhale, Business Manager, Godrej Security Solutions, said, “People tend to worry about their valuables and loved ones while away from home, especially for a longer long period. The new campaign reminds us of how we leave our minds behind when we worry about the safety of our homes, our prized possessions or those we love. The name of the campaign “Peace of Mind” has been kept simple so that the message is clear and resonates with a wider audience. The campaign itself is built on solid information based on various consumer trends. For example, our latest Safe & Sound report showed that consumers still associate the term “Safe & Sound” with physical health and not home safety, as a brand we have always strived to raise awareness of home security. We hope this campaign will turn heads and grab the attention of our consumers. We knew that to capture attention, we needed to look at digital platforms that are unconventional for a brand like ours, like leveraging Bollywood platforms and creating on-the-ground activation that sparked pedestrian curiosity. We hope the campaign message will spread and the public will be more receptive to home security solutions in the future. »
Dipesh Kowarkar, Founder and ECD, Sixty Fifth Communications, said:
“We have all experienced this at some point. Whether we are at work, at the cinema or on vacation; part of our mind is constantly preoccupied and busy thinking about things at home. In this campaign, we tackled the same issue but in a humorous way, literally translating the condition ‘Aap yaha, dimaag ghar pe’ into a disruptive visual of a ‘headless person’.
A clever combination of tongue-in-cheek humor, austere visuals and Ayushmaan’s natural performance makes these films accessible to everyone, and very entertaining at the same time.
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