Godrej Security Solutions is a leader in home safes category in India with close
to 80% market share. Yet penetration of home safes as a category in India is less
than 2.5%. Through a lot of audits and surveys conducted by the brand, what
emerged was that most Indians still believe in age old traditional myths like
‘hanging a lemon and 7 chillies’ outside the main door would ward off evil
spirits. A part of modern India did not find home safes relevant as they have
StoreWells, Bank Lockers, and Chuppa Khanas (Hidden Drawers).
Hence, our immediate task at hand was to drive category adoption. Through
this campaign we intended to give the audience an insight of how important
home security is and how by believing in age old traditional security myths they
are not only jeopardising the security of their valuables but are also at the risk of
putting their loved ones in danger.
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To start with, an extensive research into our target group led us to believe that
there were a lot of misconceptions and myths floating around home security.
Some of the common myths were – ‘I have a dog securing my home’, ‘I
have a security guard in my building’, ‘Storing valuables in Pillows and
Rice Bins is THE smart idea.’… We were like, seriously? The list goes on…
We started by creating awareness around the category and products. Instead of
using fear to cut across through the target, we added a subtle dose of humor to
our conversations, thereby educating the user in a fun yet interactive way. Light
hearted illustrations were made to educate consumers.
We articulated the campaign message though the mnemonic ‘Myth-O-Logic’ i.e. busting of household security myths by giving a logical conclusion to it.
The campaign started with a
series of Facebook posts
that were based on five
common household tips of
security of valuables.
This eventually led to a contest. The contest was executed on Twitter and
Facebook over a span of 3 days using hashtag #MythOLogic and with an
objective to break the stereotype of hiding valuables and relying on mediums
besides a safety system to secure one’s valuables.
The next 3 months generated a lot of engagement and curiosity and changed
perception of home security in the minds of people. A lot of chatter and
participation was observed and many more age old myths started cropping up.
A tie up with renowned illustrator Saumin Patel gave life to the best and the
most common myths in the form of Motion Comics.
Overall, objectives were achieved and product sales increased.
