Godrej Security Solutions and JWT win Effie

Win the Silver Effie in the Consumer Durables Category. End Quote

(1888PressRelease) January 23, 2015 - Mumbai - Godrej Security Solutions, the leading player in the Indian physical security industry (B2B) and pioneers in the Home Security category, won Silver in the Consumer Durables Category at the recently concluded Effie Advertising Awards. The award was has been won for the "Ab Musibat Se Darna Kaisa" TV campaign while also recognizing exemplary work done across communication platforms which include Print, Digital, PR and BTL activations.

On the occasion of the award, Mr Mehernosh B. Pithawalla, Head - Marketing, Godrej Security Solutions commented, "Winning the Effies - Silver this year amidst competition from some of the best brands in the country, feels really nice. Our journey towards category development has been exciting so far. Awards and recognitions from coveted platforms like these are a further encouragement. As a team, we continue to strive doing things which resonate and connect with our consumers as well as drive Marketing ROI."

Commenting on the win, Rajesh Gangwani, Managing Partner, JWT India, said "Our success at Effie '14 is a testimony of our partnership with Godrej Security Solutions. On the back of wins at the ABBYs and Cannes, the Effie is a true reflection of how JWT has played the key role in the evolution of Brand GSS in the last few years. In Godrej Security Solutions, we have a very supportive and motivating client. We are extremely proud of our partnership with the team at GSS and together hope to scale greater heights in the years to come."

The biggest challenge for the brand has been building the home security category in India. The journey began in 2009, when the security market in India was at a very nascent stage and consumers were either complacent with existing measures (security guard and pets) or were resigned to the chance of fate. The need of the hour was awareness. Communication was hence designed to provoke and stoke vulnerability, without raising the defence barriers, with a tag line - 'Musibat Kabhi Batakar Nahi Aati'. The TOV used was subtle humour which connected well with the consumers, breaking clutter in a category where 'fear' was the most oft used communication route.

In 2012 there was a shift in the consumer mindset. The brand had to work towards breaking the sense of vulnerability, fear and helplessness the consumers felt. Responses often heard were, "Anything can happen any time" and "Thieves always seem to be one step ahead of us". The approach of the brand was therefore owning invincibility and putting the control back in the hands of the home owner. In order to own invincibility, the communication provided the consumer with solid proof as to why they should feel emboldened with Godrej Safes. Each of the products gave them one clear reason as to why they could now look trouble in the eye. This was aptly communicated through the TVC's and other integrated communication platforms.

Besides showing a very healthy business growth year-on-year, there have been various industry recognitions for the brand on this challenging journey. Godrej Security Solutions has previously won a bronze in the same category for their campaign 'Musibat Kabhi Bata Kar Nahi Aati' in 2011. The current campaign has been awarded several accolades including Bronze at Cannes Lions 2014 in the Press Category apart from being the most awarded brand at Goafest 2014 with 2 gold, 3 silver and 7 bronze; along with accolades at the Spikes Asia 2014 and Digital Crest Awards 2014.

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