| Title | INTIMATION LETTER |
| Brand | GODREJ & BOYCE MFG |
| Product / Service | GODREJ SECURITY SOLUTIONS |
| Category | B02. Consumer Products & Services |
| Entrant | JWT Mumbai, INDIA |
| Entrant Company: | JWT Mumbai, INDIA |
| DM/Advertising Agency: | JWT Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Tista Sen | JWT, Mumbai | ECD & Sr VP |
| Nandita Chalam | JWT, Mumbai | ECD & VP |
| Dipesh Kowarkar | JWT, Mumbai | Sr. Creative Director |
| Dhaval Ramtirthkar | JWT, Mumbai | Copy Supervisor |
| Deepak Jadhav | JWT, Mumbai | Creative Supervisor - Digital Imaging |
| Rohit Redkar | JWT, Mumbai | Photographer |
| Gautam Roy | JWT, Mumbai | CSD |
| Mustafa Nalwalla | JWT, Mumbai | Account Director |
| Aditya Menon | JWT, Mumbai | Management Trainee |
House thefts are a common occurrence in India. Recently crime and terrorism activities have taken the centre stage. Even after the ever-increasing incidences people were just not interested in installing proper security measures in their homes. A common belief prevalent is that a safety door was enough to prevent all house thefts. A need was felt to sensitize them to this grave issue and stress on the need to securing their homes with security products.
The strength of the Intimation letter lies in its personalization, its ability to get noticed and receive dedicated time. Home Security products are ones that require high personal involvement at the buying stage. What better way to get into the personal space of an individual than through personal mails? Unlike a Point of Purchase communication which captures your attention just for a fraction of a second, the letter stays with the consumer for longer periods and is available for ready reference even at a later stage.
Diwali is the biggest festival in India when majority of the households buy gold and gold ornaments, turning them into easy target for thieves. We decided to seize this vulnerable period and sent a letter ‘from the robber’ to potential buyers of home security products intimating them about the robbery attempt. After taking the person by surprise on the first page, the second page went on to reveal the brand message. The letter was delivered to the unsuspecting customer along with his daily mail.
On an emotional level, the film hit the right spot as intended. It delivered on the hard task of shaking the people off their complacency and created an urgent need for adequate security measures to be installed in homes. At the business level, the results were stupendous. GSS stores received over 50,000 enquiries in the first month itself, resulting in over 14,000 security products being sold. A remarkable feat considering that India is still a nascent market when it comes to security solutions.