Godrej & Boyce: WORLD'S SHORTEST CRIME THRILLERS

Credits & Description:

Advertiser: GODREJ & BOYCE
Agency: JWT INDIA
Category: Other Consumer Products (including Durable Goods)
Associate Vice President: Gautam Roy (JWT India)
Photographer: Avadhut Hembade
Copywriter: Nandita Chalam (JWT India)
Executive Creative Director: Nandita Chalam (JWT India)
National Creative Director: Swati Bhattacharya (JWT India)
Art Director: Vijay Solanki (JWT India)
Illustrator: Deepak Jadhav (JWT India)
National Creative Director: Senthil Kumar (JWT India)
National Creative Director: Tista Sen (JWT India)

Client Brief Or Objective
Security is a matter that Indians want to keep at bay. Penetration levels of the category is less than 1%. Conversion into the category happens over a period of time. Our mainline campaign seeks to mould attitudes towards the brand by presenting the message in a light-hearted manner.The DM was a logical extension of the campaign and humorously showcased the role that the brand has in preventing crimes.

Outcome
The DM was sent as a series to an existing database of individuals who had made enquiries in the past but had not purchased. Over 60% of the home owners contacted us to help them decide on the specific model to purchase. And over 8% of them bought the products. The ultimate feedback was quite a few of the recipients wanted us to develop more of these novelsThe idea created a lot of buzz among our channel partners as well and was appreciated a lot. In fact, The World’s Shortest Crime Thrillers became collector’s items for all who received them.

Execution
DM as a marketing device has tremendous wastage. And our experience was those communicating security matters meet with even more scepticism. We decided to tap into an idiom that is extremely relevant in contemporary India – crime thrillers. The connect with our category was also perfect – we are a crime prevention brand.

Implementation
What if we could find an interesting way of showing that our products nip crime in the bud?That’s how we came up with the idea of crime thrillers. But each thriller came to an abrupt end just two pages into the story. In each case it was a Godrej Security Solutions product, e.g. a Burgler Resistant Safe or a Door Alarm System, that put an early end to the crime, thus making these The World’s Shortest Crime Thrillers!