This campaign plays with the idea that a home armed with a Godrej Security System, breaking and entering is like walking straight into prison! The door of the building is the transition point and the Godrej Security System acts like a tool that turns the place into a prison, from where the robbers would never be able to escape! The creative device we used to magnify the effectiveness of the product and tell the story in an interesting way, was to add a sense of immediacy and humour, demonstrating that thieves will be instantly transported to prison, when they break in to a home armed with the Godrej Security System. And they have no clue of what is waiting for them on the other side of the door.

When we first cracked the idea of showing a seamless transition of a home to prison, where robbers are unaware of what awaits them on the other side of the door, we explored many styles. From humorous illustration style, to a realistic photography treatment until we finally zeroed down on using computer generated illustration that combined elements of illustration and computer generated imagery. The resulting art style captured both the drama of an ongoing robbery and the imposing inescapable nature of a prison that the robbers will never be able to break out of! The gritty, edgy, dark portrayal of the prison, the different activities that the prisoners are engaged in, add to the story and create an atmosphere that stays with the viewer.

The campaign has caught the attention and imagination of the target audience. Since its release, conversations and word of mouth publicity around the Godrej Security Systems range is on the rise. Apart from an increased recall and interest shown in the Godrej Security Systems range, there is a decrease of theft and robbery incidents in the areas that have adopted and implemented Godrej Security Systems as well.