Ad Campaigns
Godrej Security Solutions to invest Rs 100 cr in increasing penetration & adoption of home lockers
MUMBAI: Godrej Security Solutions (GSS), India’s leading home security solutions provider, announced its plans to invest Rs 100 crore towards strengthening its omnichannel presence, and product innovation capabilities. As part of the strategy, the company has chosen Bollywood actor Ayushmann Khurrana to be the face of its new multichannel national campaign #BilkulSafeHai.
As part of the campaign, Godrej Security Solution unveiled a TVC, featuring Khurrana. Conceptualised by Wunderman Thompson, the TVC aims to highlight the benefit of adopting home lockers to secure valuables and documents at home instead of regular wooden cupboards or wardrobes. Continuing with Godrej Security Solution’s belief of using humour and emotions to engage consumers rather than inducing fear, the TVC dispels myths that one will never be the victims of theft. The TVC banks on humorous wordplay and depicts a familiar scenario of neighbours assuaging a homeowner post a burglary attempt.
Elaborating on the campaign, Godrej Security Solutions vice president and global head – marketing, sales and innovation Mehernosh Pithawalla said, “In India, only 7 per cent of the population owns a home locker. The Security Solutions Quotient study revealed 52 per cent of Indians continue to store their valuables in cupboards and wardrobes which are vulnerable to break-ins. This is despite the high rate of crime and marginal recovery rate of stolen assets in the country. Through Rs 100 crore investment in our omnichannel strategy and #BilkulSafeHai campaign, we wish to raise awareness among the consumer to take proactive steps towards making every Indian home absolutely safe.”
Commenting on the brief, Wunderman Thompson VPs and ECDs Priya Pardiwalla and Steve Mathias said, “It was an interesting and single minded brief, ‘Godrej Home Lockers are ten times stronger than a cupboard’. For this one, we decided to put ourselves not in the shoes of the consumer, but strangely, in the shoes of a robber. Like all of us, robbers too have deadlines, in fact much tighter ones. Within minutes, they need to get the job done before a suspecting neighbour or security guard shows up. However, when there’s a Godrej Home Locker and even if a robber tried his luck to break it open, it would mean much more time, which he doesn’t have. Instead, it’s easier to rob a home that doesn’t have the locker.”
They further added, “Ayushmann Khurrana lived up to his reputation when we first approached him. The disclaimer was that he will only do the commercial if he finds the script interesting! He plays Shridhar, a bit of a nerd who is very particular and has every eventuality planned out. While it’s dark humour, the amazing combination of Shujaat Saudagar (director), Ayushmann Khurrana and Rajesh Sharma has ensured this is a fun and entertaining film that gives out the message in a light-hearted manner.”
Godrej Security Solutions also plans to expand its reach to 250 districts with 10000 retail outlets across urban markets in India. To bolster its omnichannel presence, the company has also unveiled its latest e-commerce platform and a range of new home lockers starting Rs 6299 only. The new range of lockers by Godrej Security Solutions comes in various sizes based on the different needs of customers. To exhibit the efficacy of home lockers, Godrej Security Solutions has also launched the unique nationwide “Break-in Challenge” engaging over 10 lakh citizens. The challenge will cover 15 cities across India, including metros as well as Tier 2 and Tier 3 markets.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
