Godrej eyes 20% growth in home locker biz from Khushiyon Ke Rakhwale campaign

Since 1902, Godrej Security Solutions has been providing integrated security solutions for families and institutions. The Security Solutions business of Godrej & Boyce, part of the Godrej Enterprises Group, recently launched its new campaign, titled ‘Khushiyon Ke Rakhwale’, highlighting the brand’s focus on securing homes and ensuring the protection of what matters most. The campaign emphasizes the emotional comfort associated with having peace of mind, knowing that valuables and loved ones are protected.

A national survey, the Happiness Index Survey, conducted by Godrej & Boyce’s Security Solutions division, explored the link between home security and its impact on overall happiness.

In an exclusive interaction with Adgully, Pushkar Gokhale, EVP and Business Head of the Security Solutions Business at Godrej & Boyce, speaks at length about the inspiration, objectives, and strategy behind the ‘Khushiyon Ke Rakhwale’ campaign, media mix, customer engagement strategies, and marketing budget. He also explains how the company is positioning its products to meet the festive season demand, how Godrej plans to strengthen its omnichannel presence and drive innovation, and provides insights into the current market size of the security solutions business and Godrej’s share of this market.

Could you walk us through the inspiration and objective behind the ‘Khushiyon Ke Rakhwale’ campaign?

I’ll talk more from the home perspective. As I mentioned before, whatever we do at Godrej is backed by strong evidence and powerful research. It’s not based on mere assumptions or feelings. One of the key factors driving this campaign is a research study we had conducted, exploring whether there’s a link between happiness and security. We wanted to quantify how closely the two are connected. The results of this study formed the foundation of our campaign, and we’re happy to share the findings.

Over the years, we’ve been developing products based on deep consumer insights, identifying the needs of our customers and responding accordingly. We realized that if we can offer safety, security, and peace of mind, we can ultimately offer happiness. The concept of “home” is also evolving – it’s not just a place where you live, but a space where you create memories, find comfort, and feel at peace.

The outcome of connecting these dots is the campaign ‘Khushiyon Ke Rakhwale’. We believe that the solutions and products we offer provide security and peace of mind, which are essential for happiness. While other things contribute to happiness, without security and peace of mind, you can’t fully achieve it. That’s the essence of our campaign.

Did you work with an agency on this campaign, or was it an internal initiative?

Godrej collaborated with Sixty Fifth Communication for the ‘Khushiyon Ke Rakhwale’ campaign. The agency played a key role in bringing the campaign’s vision to life, aligning it with Godrej’s brand values and objectives.

What are your plans to expand and reach the audience for this campaign? You’ve mentioned that it’s going to be digital-first, but what are the other ways in which you are engaging with the audience?

We are focusing on three key areas. First, there’s the awareness aspect. As the industry leader, we believe it’s our responsibility to shape the security landscape in the country. So, we’re going beyond merely showcasing our products and instead focusing on the larger message: you need to be secure, and here’s how to do it.

Second, the campaign will have a significant digital presence, utilizing platforms like OTT, social media, Instagram, and Facebook. Finally, we will also include television in our campaign strategy.

In addition to these, there will be a lot of on-ground activities to build awareness – not just about our products, but also about what customers’ need to do to ensure their security. So, it’s a combination of digital, television, and on-ground efforts.

What are the key regions or demographics that this campaign will target? What are the consumer shifts that you have observed over the years?

The campaign will focus on an all-India reach, with a specific focus on metros and urban markets, including Tier 2 and Tier 3 towns. Godrej has been around for 127 years, and we’ve seen shifts in customer behaviour over the last few years.

Customers are now looking for more holistic security solutions rather than piecemeal offerings. They are also increasingly interested in how technology can help them maintain control over their security. From a home locker perspective, we’ve seen a shift in how people are storing their valuables. Earlier, steel cabinets and almirahs were common, but now many customers are opting for wooden wardrobes, which are more aesthetically pleasing but weaker in terms of security. This is where our steel home lockers come in, reinforcing security and keeping valuables safer.

How is the company planning to strengthen its omnichannel presence and innovation?

For Godrej Security Solutions, a major portion of our sales comes from traditional channels like dealers, distributors, and retailers. That remains a significant part of our business.

However, we are also strengthening our presence on online platforms like Amazon and Flipkart, as well as through our own e-commerce website. Our online shop has gained prominence, and we’re focusing on expanding it as part of our omnichannel strategy.

What is the current market size of the security solutions business, and what is Godrej’s share in this market?

I would divide the market into two parts. First, in the institutional safes and vaults business, where we cater to banks, NBFCs, and jewellers, we have close to a 60% market share.

Second, in the home security segment, particularly with safes, we hold about 80% of the market share. As we approach the festive season, the timing of this campaign is critical. The ‘Khushiyon Ke Rakhwale’ campaign will build on the success of our previous ‘Desh Ki Tijori’ campaign. We are working closely with our channel partners and online platforms to scale up awareness and revenue. Our expectation from this campaign is to see at least a 20% growth in the home locker business.

Also Read: Godrej & Boyce targets tier 2, 3 cities with innovative lock technology