Ad Campaigns
Locks by Godrej’ launches ‘Fear is Good’ campaign on Home Safety Day 2024
Mumbai: The Locks & Architectural Fittings and Systems business of Godrej & Boyce, a part of Godrej Enterprises Group, celebrated Home Safety Day 2024, aimed at raising home safety awareness across India. To commemorate the occasion, Locks by Godrej unveiled its new campaign, ‘Fear is Good,’ aimed at encouraging Indian homeowners to view home safety as a proactive responsibility. In collaboration with Whyness Worldwide, led by acclaimed director Mr. Nikhil Mahajan, this powerful campaign urges audiences to reconsider the complacent belief of “it won’t happen to me” and instead embrace caution as a tool for safeguarding loved ones and property.
This campaign aims to replace complacency with vigilance, making home safety a daily priority. The campaign drives the message that fear, when channelled positively, can empower homeowners to adopt safety as a lifestyle. Adding further depth to the campaign, renowned actor Makarand Deshpande joined as the campaign ambassador, bringing relatability and urgency to the message. His association is set to resonate strongly with the audience, inspiring homeowners to rethink their home safety approach and adopt practical steps to secure their homes.
Godrej & Boyce EVP & business head, locks & architectural fittings & systems Shyam Motwani said, “Over the last three years, we conducted over 1.5 lakh home safety checkups across 3,500 pincodes, resulting in a 25% increase in safety adoption. This year’s Home Safety Day initiative reaffirms our commitment to the ‘Har Ghar Surakshit’ mission and underscores the importance of raising home safety awareness nationwide. The launch of the ‘Fear is Good’ campaign, along with the Advantis IoT9, is part of our ongoing efforts to make homes safer and more resilient. Partnering with Whyness Worldwide has allowed us to engage homeowners in a meaningful way, encouraging them to embrace caution as a vital tool for protection.
In tandem with this campaign, the brand also introduced the one-of-its-kind smart locking technology—the highly sophisticated Advantis IoT9, a revolutionary digital lock designed to meet the diverse security needs of modern households. The Advantis IoT9 is equipped with nine cutting-edge modes of access, including wearables, mobile NFC, Bluetooth, Wi-Fi, biometric, and RFID options, creating a comprehensive and futuristic safety solution that integrates seamlessly with today’s smart, connected homes.
Whyness Worldwide founder & chairman Ravi Deshpande added, “Home safety is a topic that often gets overlooked, yet it is one of the most crucial aspects of everyday life. With the ‘Fear is Good’ campaign, we wanted to challenge the prevailing mindset of complacency and make safety a priority for every household. By tapping into relatable storytelling, we aim to make homeowners see the value of caution, and the importance of implementing the right safety measures, now more than ever. We are happy to collaborate with the ‘Locks by Godrej’ on this meaningful initiative. Their commitment to innovation and community safety resonates strongly with our approach, and together, we hope to drive real change in how people think about and address home safety.”
With urban crime rates rising, highlighted by the National Crime Records Bureau’s report of 445.9 crimes per 100,000 people in 2024, home safety has never been more critical. Locks by Godrej emphasizes the importance of installing advanced digital locks, CCTV cameras, alarm systems, and motion sensor lights to deter crime. The brand also promotes community involvement through neighbourhood safety meetings and regular police patrolling. Reflecting Godrej & Boyce’s commitment to innovation, the company continues to invest in advanced R&D, introducing high-performance smart locks and expanding its product portfolio, including architectural fittings, to meet India’s evolving safety needs.
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.
