Godrej Locks turns thieves into model ambassadors

The model crew calls them ‘reformed robbers’. A have a look at the hassle.

Godrej Locking Options and Techniques has just lately launched a three-film digital marketing campaign titled #HowSafeAreYou. It has been created by Whyness Worldwide, produced by Blue Drop and directed by Nikhil Mahajan.

Within the movies former robbers speak about how they used to interrupt into houses. The concept is to create consciousness round security. The product branding is delicate; the product is displayed on the finish of every of the three movies, together with a brilliant that reads ‘Issued in public curiosity’.

Digital advert by Godrej Locks – Ex-Robber Speaks #1 – Issued In Public CuriosityThe model plans to make shorter edits of those movies and promote the movies in theatres within the close to future.

Digital advert by Godrej Locks – Ex-Robber Speaks #2 – Issued In Public CuriosityIn regards to the temporary and thought, Shyam Motwani, government vice chairman and enterprise head, Godrej Locks, tells afaqs!, “It was a easy, one-line temporary – ‘Please create one thing that has not been carried out to this point to advertise security at house’. When the company introduced the story, we discovered it refreshingly new in its inventive method and thought. We wished to make one thing ‘in public curiosity’ with the intention to create consciousness round house security in our nation. We had the youthful era of potential customers in thoughts and our focus was on digital platforms to attach with this digital viewers. And because the message needed to be delivered in an applicable means, we really feel a TVC would by no means have achieved what we wished… therefore, we made digital movies.”

Digital advert by Godrej Locks – Ex-Robber Speaks #3 – Issued In Public CuriosityThree totally different merchandise from Godrej Locks have been showcased in these movies.

Ravi DeshpandeIn regards to the media plan, Motwani provides, “We now have no plans to make TVCs. A TV industrial, in a typical advertising and marketing world, is about ‘problem-solution’. We aren’t presenting this as an issue and an answer. What we’re saying is – we stay in a contemporary world the place the speed of crime has elevated, is taking an unsightly kind and that human life is at stake. With elders and children at house, one needs to be additional cautious about security…”

The core target market for the model is the 25-45 yr outdated (female and male) from SEC A and B.

How did the crew handle to shoot these movies? They characteristic precise robbers, thoughts you. Effectively, okay… former robbers. Talking concerning the challenges, Ravi Deshpande, founder and chief inventive officer, Whyness Worldwide, tells afaqs!, “Discovering these ex-robbers, who have been keen to talk right into a digital camera and confess… and speak about how they went about their ‘enterprise’, was a problem. Our manufacturing home managed to persuade them and so they agreed… so long as their faces weren’t seen.” Their names, nonetheless, seem as supers on the display.

It took the manufacturing crew (Blue Drop) round two to a few months to search out these people and get them to comply with being half this marketing campaign, we study. “The crew needed to go to jails, police stations (to entry their information) and do lots of analysis…” says Deshpande, recalling the method of ‘recruiting’ these now ‘reformed robbers’ as Godrej places it.

The advertisements have been shot in a studio designed to resemble some kind of interrogation room. We requested Deshpande concerning the motive behind taking pictures in a darkish, dingy jail-type setting. Why not simply have them face a digital camera (faces might be blurred) in a brightly lit room and speak about the identical experiences? Was it merely so as to add drama to the movies? He solutions, “It’s an surroundings that’s in sync with the topic. We needed to do justice to the content material.”

The ex-robbers within the advertisements say Godrej Locks are unbreakable. We requested our digital consultants whether or not that kind of endorsement is plausible and whether or not the marketing campaign will yield the specified influence.

Martin RavvaJahan Vandrevala, inventive director, iProspect India, a digital company from the steady of Dentsu Aegis Community, says, “Whereas the idea appears clutter-breaking, I consider a little bit of demonstration can work wonders. So it is an attention-grabbing thought, however the execution might have been higher. Think about a robber demonstrating his strategies for breaking totally different locks after which attempting to interrupt a Godrej lock. Even when we see robbers attempting onerous to interrupt Godrej locks, I feel it is a house run! Such a story helps construct a sensible method for the model.”

He provides, “As a viewer, how a robber thinks and the way he breaks right into a house is attention-grabbing to know – simply out of sheer curiosity. The surroundings of a jail undoubtedly provides to the thought.”

Martin Ravva, inventive head, Zirca, a digital company, says, “There have been two elements to every of the advertisements. Within the first half, we get a glimpse of the thieves’ experiences after they dedicated robberies; this narrative comes throughout as true and genuine. Nevertheless, the latter half, wherein the product is launched, appeared a bit of scripted…”

Based on him, this marketing campaign might have taken a extra practical and attention-grabbing method if these Godrej locks have been proven connected to actual doorways in a housing society. “The thieves might have tried breaking these locks utilizing all of the instruments and strategies they spoke of. Their failure to interrupt them might have created higher influence,” he says, including, “The concept of providing a thief’s perspective within the advert is sensible; folks get a glimpse of how straightforward it’s for thieves to interrupt locks and the way harmful this may be to their lives. Filming this advert in a jail-like surroundings and choosing the proper lighting was extraordinarily essential for signalling worry and hazard. Lighting performs an necessary position in reaching the fitting temper, and these advertisements accomplish that efficiently.”

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