Godrej & Boyce launches campaign highlights security

Godrej & Boyce’s ‘Khushiyon Ke Rakhwaale’ campaign emphasises the emotional benefits of security, showcasing its impact on family well-being and happiness.

Godrej & Boyce’s Security Solutions company, which is part of the Godrej Enterprises Group, has introduced its new campaign, ‘Khushiyon Ke Rakhwaale’. The campaign emphasises the emotional benefit of a safe and protected home, where families may grow and have peace of mind.

A recent nationwide poll conducted by Godrej & Boyce’s Security Solutions business explores the relationship between physical and emotional security and an individual’s overall well-being. The study aimed to investigate how security might positively influence happiness and develop techniques for increasing our sense of secure in everyday life.

Commenting on the happiness index report launch, Pushkar Gokhale, EVP and Business Head of the Security Solutions business at Godrej & Boyce says, “The ‘Khushiyon Ke Rakhwale’ campaign emphasizes the emotional comfort that comes with knowing your valuables and loved ones secured. Our ‘Happiness Index Survey’ commissioned by IPSOS showcases that true happiness isn’t just about physical security; it’s also about the mental freedom it provides. When concerns about safety and well-being constantly weigh on us, it hinders our ability to live fully. We believe that when individuals feel secure about their families and belongings, they feel more confident and liberated to live each day to its fullest potential, unburdened by fear or anxiety.  As a brand, we believe that by ensuring people to feel secure, both physically and emotionally, we can empower them to embrace life to the fullest which is also resonated in our latest brand campaign.

The happiness index survey emphasises the substantial relationship between security and happiness. A vast majority of respondents (67 percent) said that improving home security would benefit their overall well-being. Furthermore, 57 percent reported a significant increase in their sense of happiness or contentment after taking actions to improve home security. As the security landscape evolves, Godrej & Boyce’s Security Solutions continues to pioneer creative solutions that not only protect but also add to a sense of happiness. With a market share of 80 percent in the home locker area and an annual 20% revenue growth forecast, we have remained a prominent player in the market. The company’s broad product offerings include wifi home cameras and Video Door Phones (VDPs), which ensure households remain secure.

Dr. Alisha Lalljee, Practicing Psychologist , states “Security is a holistic concept that encompasses not only physical protection but also emotional, social, and financial well-being. True security can only be achieved when all these aspects are safeguarded. Happiness and security are deeply interconnected, and feeling secure enhances overall productivity. In fact, studies show that a secure and happy mind functions differently making an individual more confident and at peace thus improving quality of life and overall well-being.”

The “Happiness Survey” drew 2,400 responses from people aged 18 to 45+, with 45 percent men and 43 percent women. The poll was performed in 12 cities across India, including Delhi, Mumbai, Bangalore, Kolkata, and Chennai, and covered the North, South, East, West, and Central regions, offering a comprehensive picture of consumer attitudes towards security and happiness.

Additionally, Godrej & Boyce’s Security Solutions Division has provided peace of mind to a diverse range of institutional customers by pioneering the advancement of security standards.
DPIIT, under the Ministry of Commerce and Industry, recently issued a Quality Control Order (QCO) requiring High Security safes and Safe Deposit Lockers to bear the BIS Quality Mark beginning in June 2024. These products cannot be manufactured or sold without the BIS label. This order represents a significant shift in the market, allowing clients to modernise their security infrastructure with Certified products that provide superior safety and peace of mind. Godrej’s new Defender Aurum Pro Class E safe, which was created with the needs and specifications of the jewellery industry in mind, demonstrates the company’s dedication to providing cutting-edge products and solutions.

Pushkar Gokhale further adds “ Our journey has been defined by our relentless focus on innovation and our ability to anticipate the changing security needs of our customers. The introduction of the Defender Aurum Pro Class E Safe is a step in this direction. We have worked closely with regulators to understand the evolving needs of our consumers at large and have introduced products that are able to defend modern day threats by meeting high global standards”

With over 5000 retail counters nationwide, Godrej & Boyce’s Security Solutions business, part of the Godrej Enterprises Group, aims to strengthen its channel partner presence while also expanding into online stores, thereby enriching its omnichannel footprint. The counters are carefully placed to provide easy access for customers looking for Security products and services. This campaign will strengthen the brand’s dominating position in the market, supporting its powerful partner network while also positioning it as the essential actor driving the country’s security environment.

For more details, visit: https://www.godrej.com/

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