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Godrej Security Solutions (GSS) is looking to fuel its fastest growing business segment - home security solutions – online, beginning this festive season. The segment is growing at around 70 per cent according to company officials, and is expected to contribute Rs 80 to 90 crore to anticipated sales of over Rs 600 crore in the year ending March 2012. The company claims sales of around Rs 500 crore in the previous 12 months.
The online campaign is the next leg of GSS’ attempts to evangelize home security solutions in the Indian market. Over the last two years, the company has attempted to grow awareness for the category with a campaign that included television commercials crafted around the theme ‘Musibat bata ke nahin aati’ (trouble doesn’t come announced).
Speaking to Business Line, Mr Mehernosh B Pithawalla, AVP and Head - International Business and Marketing Communications, GSS, said, “The idea is huge, and everything we do in the digital space should revolve around it. We are going to provoke the customer into awareness.”
The company had put up some viral videos on Facebook in January, but did not amplify the same. It had also initiated a multi-city annual experiential campaign ‘Break in Challenge’ to demonstrate the need for home security while engaging customers, which has run for two editions now.
Having built the buzz in the home security category over the last two years, GSS is keen to capitalise on its initiatives in the wake of competition from newer entrants in the home safe and electronics categories. This explains its leading the category into digital media.
“We will go viral with our online campaigns for the first time, beginning mid-October, and these will be targeted at the home segment. We will be starting off with Facebook and Twitter. An application for i-Phone and Blackberry is being developed as well,” added Mr Pithawalla.
Mindshare’s digital arm is handling the online campaign, while SEO (search engine optimisation) is being done in house. GSS is in talks to finalise a social media specialist for this campaign.
The online campaign, supported by mass media (including television commercials), will focus on matrimony and travel Web sites, among others. According to GSS, safes and home security solutions are becoming a popular wedding gift. And with travel during festive seasons being common, it is seen as an apt time for highlighting home security.
Of the company’s earmarked marketing communication budget of Rs 15.5 crore this year, Rs 1.5 crore will be spent on digital media. GSS is also looking to take ‘Break In Challenge’ online, with a game application.
“The Break-In Challenge is in its third year and we are looking to develop a game version of it. If not by Diwali, we should have it by December,” added the GSS official.
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