MYTH-O-LOGIC

TitleMYTH-O-LOGIC
ClientGODREJ SECURITY SOLUTIONS
Product/ServiceHOME SECURITY SOLUTIONS
CategoryA02. Digital Illustration
EntrantHUNGAMA DIGITAL SERVICES Mumbai, INDIA
Idea Creation HUNGAMA DIGITAL SERVICES Mumbai, INDIA
Production HUNGAMA DIGITAL SERVICES Mumbai, INDIA
Production 2 PICTORIAL CINEMA Mumbai, INDIA

The Campaign

People have heard about Godrej Security Solutions but there are many who are unaware about the products and its utility. Our objective was to - - Make category a talking point - Educate consumers about security solutions - Eventually, own the space of security After an extensive research, we realized there were a lot of misconceptions and myths floating around home securities. Some of the common myths were – ‘What will people get in my house’, ‘I have a dog at home’, ‘If I keep my valuable in the kitchen, no one will find it’, and the list is endless. With the brand proposition ‘Ab Musibat Se Darna Kaisa’ (Why get worried about security) we started off by creating awareness around the category and the product. Instead of taking the regular fear route, we thought of adding a subtle dose of humour, thereby educating the user in a fun way.

Creative Execution

We articulated the campaign message though the mnemonic ‘Myth-O-Logic’ i.e. busting of household security myths by giving a logical explanation to it, and ultimately prompting them to invest in smart home security solutions from Godrej. We kickstarted the campaign by identifying some of the most common myths and gave a slight twist to it. The campaign was rolled out on Facebook – through posts and contests, where we educated and engaged users around Myth-O-Logic, and urged people to come up with some more myths that they have heard of. Some of them were made into posts – where we give them credits for their contribution. After receiving some great response on Facebook, we thought of bringing alive the Mythologic series through a series of comic strips. Each of these stories had 2 parts to it…ie. the Myth Part and the Logical Part. The 1st part - What happens when people believe in a myth The 2nd part – What happens when logic is added to the same myth. This is where we integrated the product. Our first comic strip being - “My neighbors are trustworthy. Whenever I go out I am confident that they will keep a watch on my doorstep.” We collaborated with renowned comic book artist, ‘Saumin Patel’ to create the interactive motion comic. The interesting part of this motion comic is that it rewinds the story on the very same page to show a completely different outcome, and how Godrej Security Solutions can be more effective for home.

Credits

Name Company Position
Suraj Talaulikar Hungama Digital Services Associate Creative Director
Paresh Jodhawat Hungama Digital Services Associate Creative Director
Kamal Amesur Hungama Digital Services Executive Creative Director
Dipshika Ravi Hungama Digital Services Content Director
Manesh Swamy Hungama Digital Services Creative Director
Sanjoy Biswas Hungama Digital Services Art Director
Siddhesh Abhale Patil Hungama Digital Services Art Director
Flavia Remedios Hungama Digital Services Client servicing executive
Saumin Patel Pictorial cinema Illustrator
Links
Supporting Webpage