Locks & Architectural Solutions, a home safety division of Godrej Enterprises Group, has launched its new brand campaign, ‘Befikar Living Unlocked,’ to introduce the Advantis IoT 9 Digital Lock.
The campaign emphasises home security and convenience, featuring a television commercial (TVC) that portrays astronauts preparing for a space mission when one suddenly worries about forgetting to lock his door.
The ad highlights the remote access capabilities of the Advantis IoT 9, which allows users to control their lock via a mobile app from anywhere.
The ‘Befikar Living Unlocked’ campaign will be promoted through a 360-degree marketing strategy, leveraging digital platforms and social media to create awareness about smart security solutions.
Shyam Motwani, Business Head, Locks & Architectural Solutions, Godrej Enterprises Group, stated that digital locks now account for 10% of the business, growing at 45% year-on-year, driven by younger consumers looking for connected security solutions. He added that the Advantis IoT 9 Digital Lock combines technology with convenience, offering nine secure access modes, an automatic triple-bolt locking mechanism, an anti-theft alarm, and integration with smart devices like Google Home and Alexa.
Sumeet Bhojani, Head – Brand & Strategic Insights, Godrej Enterprises Group, emphasized that the campaign reinforces Godrej’s commitment to innovation in home safety.
