Godrej Enterprises Group’s Locks & Architectural Solutions division is redefining home security with its latest campaign, ‘Befikar Living Unlocked’, introducing the cutting-edge Advantis IoT 9 Digital Lock. Designed to offer seamless security through innovation, this smart lock blends advanced technology with ease of use, ensuring homeowners can enjoy a truly worry-free lifestyle.
The brand’s latest television commercial (TVC) takes a humorous yet thought-provoking approach to highlight the importance of smart home security. The ad follows three astronauts preparing for a space mission when one of them suddenly panics—wondering if he forgot to lock his house before takeoff. This moment perfectly encapsulates the common anxieties of homeowners, emphasizing the need for a lock that offers remote access and real-time control.
With the tagline “Ab ghar ke andar ya bahar, raho befikar. Befikar Living. Unlocked.”, the campaign reinforces Godrej’s promise of delivering stress-free security solutions that align with today’s fast-paced lifestyle.
The Advantis IoT 9 Digital Lock isn’t just about locking doors; it’s about unlocking convenience. Packed with nine secure access modes, including fingerprint recognition, PIN codes, RFID cards, mechanical keys, smartwatches, NFC, voice assistants like Alexa and Google Home, and even video door phone integration, the lock ensures that security is always at the user’s fingertips.
Additional features include:
Automatic Triple Bolt Locking – The lock automatically secures the door after it’s closed, adding an extra layer of safety.
Anti-Theft Alarm – Alerts homeowners in case of unauthorized access attempts.
Smart Home Compatibility – Seamlessly integrates with home automation systems for enhanced control.
Remote Access – Users can lock or unlock their doors from anywhere via their smartphone or wearable devices.
Commenting on the rising adoption of smart locks, Shyam Motwani, Business Head, Locks & Architectural Solutions, Godrej Enterprises Group, highlighted, “Digital locks are emerging as a major growth driver, now contributing 10% to our business with a significant 45% year-on-year increase. Consumers, particularly younger demographics, are gravitating toward smart security solutions that prioritize both design and functionality. The Advantis IoT 9 Digital Lock is a testament to our commitment to innovation, ensuring peace of mind with effortless security.”
Adding to this, Sumeet Bhojani, Head – Brand & Strategic Insights, Godrej Enterprises Group, stated, “At Godrej, we believe in creating solutions that simplify life. With the ‘Befikar Living Unlocked’ campaign, we aim to showcase how smart locks can revolutionize home security, offering convenience, control, and complete peace of mind.”
The ‘Befikar Living Unlocked’ campaign is being launched through an extensive 360-degree marketing strategy, leveraging digital platforms, social media, and on-ground activations to reach a wide audience. By tapping into real-life concerns and demonstrating the ease of smart security, Godrej aims to set a new benchmark in home safety solutions.
