The Hindu Business Line : Godrej plans new ad campaign for security equipment

The ad for its Security Equipments Division featuring a typical north Indian milkman squatting beside a can of milk read: `This man knows that your 70-year-old mother is alone at home everyday from 10 to 6.'

This particular ad had run into rough weather after a political party in Mumbai protested that the ad implied that north Indian milkmen were burglars.

"We have pulled out the ad and are now toying with the idea of either featuring a child to communicate that a child needs to be protected or portraying security threats through a person without highlighting his caste or creed," Mr Dara Byramjee, Vice-President and Business Head of Godrej and Boyce Security Equipment Division, told Business Line.

J. Walter Thompson had conceptualised this particular advertisement and was based on an in-house study that security threats emerged normally from people who are connected indoors such as the newspaper vendor or the milkman who unknowingly become informers to culprits, Mr Dara Byramjee pointed out.

The company had also test marketed this particular advertisement but the results did not indicate any chances of the backfiring of the ad, Mr Byramjee said.

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