Godrej seeks to change consumers’ attitude towards home security

With an aim to increase the adoption rate of security solutions and build a safer country, where citizens can confidently say ‘I Am Secure’, Godrej Security Solutions (GSS) has rolled out a multi-city consumer awareness campaign – #IAmSecure – in cities such as Mumbai, Delhi, Hyderabad, Kochi, Ahmedabad, Pune, Jaipur, Chandigarh, Udaipur, and will be held in Chennai and Kolkata soon. During the event, the company also launched a slew of innovative home security solutions - Wifi enabled Eve Series and See Thru Pro Video Door Phones. 

The objective of the campaign is to empower the nation to take charge of their own security, educate them about the various solutions and on the importance of learning self-defense for leading a safer and secure life. The company is also engaging with their distributors through educative programmes. 

The Mumbai and New Delhi event saw participation of over 100 women pledging to take charge of their security and their loved ones. During the Mumbai event, 435 influencers’ generated 1,638 tweets and #IAmSecure trended in India on the 4th position for more than 3 hours. While in New Delhi, 44 contributors generated 227 tweets, while unique twitter accounts reached during this campaign were more than 16 lakh. #IAmSecure keyword trended in India on 6th position for more than 2 hours. 

Insights on how one can use our right to information in case of any crime faced, busting myths around security solutions, leveraging technology for smart security, self defense workshop was conducted by Sandhya Shetty in Mumbai and Viraf Vatcha, head coach of Indian karate team in New Delhi. The event also witnessed popular stand-up comedian Atul Khatri taking a humorous take on the need for security. 

Commenting on the objective behind initiating the aggressive multi-city campaign, Mehernosh Pithawalla, Vice President and Global Head-Marketing, Sales and Innovation, Godrej Security Solutions, highlighted, “The security market in India has been predominantly a ‘need based’ market and not a ‘consumer-driven’ one. Even though today’s safety and security anxieties are not just restricted to personal safety, but encompasses the safety of our loved ones, the market has more of a reactive attitude towards the adoption of security measures. Taking cognizance of this, we felt that there is a dire need to initiate a campaign to create awareness on the need for adoption of security solutions and the technological advancements taking place in the security solutions space. Society is getting more tech-rich and empowered, and yet we remain as vulnerable to crime as before. We need to make a fundamental change in our behaviour and be more proactive about security.” 

Godrej Security Solutions also shared a sneak peek to its latest consumer survey report on the ‘Consumer Attitude towards Home Security’, which reveals that only about 34 per cent of women take security measures while travelling. The security measures taken by 28 per cent of women while travelling include informing their relatives, while only nine per cent of women use security applications on their mobile phone while some others depended on police helpline. Only a miniscule two per cent of women depended on pepper spray for their security. 

Godrej has launched a wide range of new innovative products, thus making the category increasingly relevant, convenient and affordable for consumers of all ages and backgrounds.


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