Godrej unlocks 'befikar living' in new ad campaign

Locks & Architectural Solutions, a home safety business of Godrej Enterprises Group, has announced the launch of its latest brand campaign, ‘Befikar Living Unlocked’, introducing the Next-Gen Advantis IoT 9 Digital Lock. The campaign highlights Godrej’s commitment to enhancing home safety through innovation, with a new television commercial (TVC) that creatively addresses everyday safety concerns.

The TVC titled ‘Befikar Living Unlocked’ presents a light-hearted yet relatable scenario. As three astronauts prepare for their space mission, one suddenly remembers he may have forgotten to lock his door — triggering a humorous yet thought-provoking moment of home safety. This narrative effectively emphasizes the peace of mind offered by the Advantis IoT 9 Digital Lock, which can be operated through its app from anywhere in the world, ensuring consumers can live worry-free whether at home or away.

The campaign’s tagline — “Ab ghar ke andar ya bahar, raho befikar. Befikar Living. Unlocked.” — reinforces the brand’s promise of secure, stress-free living.

Speaking about the campaign, Shyam Motwani, Business Head, Locks & Architectural Solutions, Godrej Enterprises Group, said, Digital locks have emerged as a key growth driver, now contributing 10% to the business with an impressive 45% year-on-year growth. This growth is fueled by younger consumers seeking connected, and design-led safety solutions. As part of our commitment to innovation, the Advantis IoT 9 Digital Lock combines advanced technology with intuitive features to address home safety concerns. It has impressive 9 ways of access entering the maximum convenience. Our ‘Befikar Living Unlocked’ campaign highlights this relatable scenario, showcasing how the Advantis IoT 9 ensures worry-free living with its cutting-edge safety features. To further drive growth, we are expanding our portfolio, enhancing key touchpoints, and promoting awareness of smart, innovative safety solutions.

Sumeet Bhojani, Head – Brand & Strategic Insights, Godrej Enterprises Group, added, “At Godrej, innovation is at the core of what we do. With the Advantis IoT 9 and other smart solutions, we continue to empower consumers with technology that simplifies and enhances their lives. Our ‘Befikar Living Unlocked’ campaign reflects this promise — unlocking convenience, safety, and peace of mind for every household.”

The ‘Befikar Living Unlocked’ campaign underscores Godrej Enterprises Group’s dedication to creating innovative home safety solutions. By blending advanced technology with practical design, the Advantis IoT 9 Digital Lock sets a new standard for modern home safety.

The campaign will be amplified by a 360-degree marketing strategy including digital platforms and social media.