Godrej Locks in association with VICE Media India
On the eve of Home Safety Day, observed on November 15, Godrej Locks has collaborated with VICE Media India, to release an original documentary featuring different kinds of home safety experts, explaining what makes a home vulnerable and how one can protect themselves from the dangers of theft. This documentary is released as part of the first year anniversary of #HarGharSurakshit, India’s biggest public awareness campaign driven by Godrej Locks to make citizens home safety conscious.
As per the National Crime Records Bureau (NCRB), 2,44,119 cases of robbery, theft, burglary, dacoity, among others, took place in residential premises in 2017. Moreover, according to the #HarGharSurakshit Report by Godrej Locks, 64% of Indians are not equipped to handle such threats. The records also show there is a 10.53% increase in crimes in 2016 compared to 2017 which is worrisome. This explains the gravity the current situation of home safety and why it imperative to draw people’s attention to this severe concern.
In order to do this, Godrej Locks took a very innovative approach of creating a documentary. The locking solutions brand spoke to experts who understand the way home thefts are executed and how a thief’s mind works. The intent behind creating this documentary is to present how a robbery is planned and how a victim falls prey to such incidents. The emotional impacts on the victims and how does police authorities deal with them.
To expose the sheer vulnerability of our homes, Godrej Locks along with VICE Media India, entered the mind of a criminal to know how they plan and execute robberies. In this experiential video, Mr. Neelaksh Mathur, Host from VICE, spent an entire day with ex-robbers to understand, the reconnaissance and preparation of tools, to the actual execution of a theft. These ex-robbers revealed their modus operandi to them. They also met a security expert who explained the scale of these activities and the weakest links in our home security systems. Additionally, they met a clinical psychologist who helped them understand the habitual patterns of robbers, and how a civilian can be safeguarded from such thefts.
Commenting on this new documentary, Shyam Motwani, EVP and Business Head, Godrej Locks, said, “On the first anniversary of our campaign #HarGharSurakshit, we are extremely glad to unveil this documentary in an effort to spread awareness about home safety. The documentary created in association with VICE Media India is very intuitive and shows how exposed our homes are to theft and burglaries. Our objective has always been to create awareness about home safety and how not taking it seriously can have a huge socio-economic impact. To ensure the success of this initiative, we have invested INR 44 crores so far out of INR 100 crore investment committed for a three-year period. We will continue to explore and invest unique ideas under #HarGharSurakshit campaign to bring about a positive change in people’s outlook towards home safety.”
In 2018, on Home Safety Day, Godrej Locks unveiled #HarGharSurakshit and committed INR 100 crore investment for a three-year period towards this cause. As part of the campaign, Godrej Locks also released ‘Har Ghar Surakshit 2018 Report: India’s Security Paradox – Home Safety Vs Digital Safety’, which focused on people’s perception of home safety in comparison to digital safety. Throughout the year, Godrej Locks focussed on sensitizing citizens from all age groups beginning from senior citizens, children, women to youngsters. Suraksha Charcha Forum was created by Godrej Locks to sensitize 1000+ senior citizens across 8 cities in adopting home safety measures. For women and children, it leveraged days like Women’s Day and Child Safety Week to engage stakeholders digitally.