Godrej Security Solution – 4.0 Desh Ki Tijori

 
 

Our challenge was clear — reignite India’s emotional connection with Godrej Security Solutions amidst a crowded market of modern competitors. We set out to transform a legacy brand into a living, breathing experience that celebrated trust, innovation, and national pride. Our answer: “Desh Ki Tijori” — a campaign that made every Indian feel that their treasures were part of India’s story. We designed and launched four life-size, smart locker-shaped experiential vans that journeyed across 100 cities, turning roads into runways for innovation and security.

Our Role

Eventures Unlimited led the campaign end-to-end — from strategy to creative concept, design, production, logistics, amplification, and PR integration. Our mission was to: Reinforce Godrej’s image as the most trusted name in Indian homes Blend emotion, patriotism, and innovation into one cohesive brand story Drive brand preference and qualified leads through immersive, on-ground engagement Educate consumers about smart home security and inspire proactive adoption We didn’t just want people to see Godrej — we wanted them to feel it, touch it, and trust it again as part of their everyday safety story.

The campaign began with a high-energy celebrity launch featuring Ayushmann Khurrana, creating a nationwide media and social buzz . Inside each “Tijori” was a smart home setup, interactive demos, and trained experts guiding families on how to protect what they cherish. From branded ride-shares to retail takeovers and festive media integrations, every touchpoint echoed one message: Godrej is not just India’s locker. It’s Desh Ki Tijori — the nation’s guardian of trust.

Event Highlights

  • Concept : Every home is a treasure chest of memories, dreams, and legacies — and who better than Godrej to guard it? We brought this metaphor to life through four mobile experiential vans designed as smart homes on wheels.
  • The Desh Ki Tijori Vans : Each van was a moving museum of trust, showcasing hands-on interaction with smart home lockers Expert consultations on home safety Immersive storytelling connecting heritage, technology, and national pride Every van carried the spirit of “ Made in India. Made for India. ”
  • Celebrity Launch with Ayushmann Khurrana : The campaign was launched in Mumbai with Ayushmann Khurrana, sparking massive national PR coverage and influencer traction.
  • Pan-India Roadshow : 400 Cities in 100 Days Four vans covered North, South, East, and West India, visiting malls, markets, and landmarks — converting curiosity into connection.
  • On-Ground Engagements : Visitors explored a fully functional smart home, with live product demos, safety consultations, and interactive experiences.
  • Amplification Strategy (360° Coverage) Print : * Festive inserts in Hindustan Times, Navjeevan Express, Maharashtra Times Digital. * 28M+ YouTube views with regional targeting Retail: 1,000+ stores rebranded under “Desh Ki Tijori”. * Commuter Integration: Ola & Uber ride branding turning daily travel into ad space . * Cultural Connect: Prominent branding at Mumbai’s Lalbaug Ganpati pandal.
  • Every activation was meticulously designed and executed by Eventures Unlimited, ensuring consistent storytelling from press launch to retail shelf.

The Outcome

The results were as strong as the brand’s own legacy:

  • 10.5 crore+ impressions nationwide

  • 10 lakh+ direct consumer engagements

  • 10,000+ high-quality leads generated

  • 33% surge in D2C sales during campaign months

  • 28 million completed digital video views

  • 100+ cities covered through experiential vans

  • 1,000+ retail locations branded under the campaign

Beyond numbers, “Desh Ki Tijori” reignited national pride and restored emotional equity in the Godrej brand.
People didn’t just see a locker — they saw “Desh Ki Tijori”: their protector, their story, their India.

For Eventures Unlimited, this was not just an activation.
It was a nationwide movement — a roadshow of emotion, engagement, and empowerment that turned a product into a symbol, and a brand into a feeling.