Godrej’s ‘Fear is Good’ Campaign Urges Homeowners to Prioritize Safety

On Home Safety Day 2024, Godrej Locks launched a powerful new campaign titled “Fear is Good” to encourage homeowners across India to adopt home safety as a proactive lifestyle. This campaign, produced by Whyness Worldwide and directed by Nikhil Mahajan, aims to challenge the often-complacent mindset of “it won’t happen to me,” promoting caution as a powerful tool for protecting loved ones and property.

The campaign stars actor Makarand Deshpande as its ambassador, whose relatable presence adds urgency and relatability to the message. With Deshpande’s endorsement, the “Fear is Good” campaign urges homeowners to view fear as a motivating force rather than a setback, emphasizing that this type of caution can lead to stronger, safer homes. The idea is clear: “Fear is Good” when it pushes people to adopt home safety as a routine part of their lives.

Shyam Motwani, EVP and Business Head for Godrej & Boyce’s Locks and Architectural Fittings and Systems division, explained that the campaign aligns with the company’s ongoing ‘Har Ghar Surakshit’ mission, which has been raising home safety awareness across India. “Over the last three years, we conducted over 1.5 lakh home safety checkups across 3,500 pin codes, leading to a 25% increase in safety adoption,” said Motwani. This year’s Home Safety Day campaign reaffirms Godrej’s commitment to supporting safer homes nationwide, encouraging homeowners to see safety as an essential part of everyday life.

A key feature of the campaign is the launch of the Advantis IoT9, a state-of-the-art digital lock designed to address modern home security needs. The Advantis IoT9 offers nine modes of access, including wearable devices, mobile NFC, Bluetooth, Wi-Fi, biometrics, and RFID, providing a versatile security solution for homes that rely on smart technology. This advanced lock integrates seamlessly with smart home systems, making it a fitting symbol of the campaign’s mission to promote a proactive approach to home safety.

The “Fear is Good” campaign is more than just an awareness drive; it’s a call to action for homeowners to prioritize safety through relatable storytelling. Ravi Deshpande, founder and chairman of Whyness Worldwide, shared his vision for the campaign, noting that home safety is often overlooked, yet it’s one of the most critical aspects of daily life. “With ‘Fear is Good,’ we wanted to challenge the mindset of complacency and encourage every household to make safety a priority,” he explained. By presenting this message in a relatable way, the campaign seeks to inspire people to take active steps toward protecting their homes and loved ones.

Together, Godrej Locks and Whyness Worldwide hope to shift attitudes around home safety, making caution a positive and empowering force for homeowners everywhere. With Deshpande’s compelling role and the innovative Advantis IoT9, the “Fear is Good” campaign combines awareness and technology to reinforce the importance of home security in today’s world.