#howsafeareyou, a holistic campaign that aimed to make Indians aware of the need for better locking solutions. The campaign had a simple idea: let’s hear from robbers about how they rob homes. And then have the robbers give tips on how people can safeguard their homes.

The result were three digital films, each an interview with a real ex-robber. Each film features a hardened but now-reformed robber and comes packed with revelations about how a robber thinks, how he acts and what makes homes vulnerable. The robbers also give valuable advice on how to keep homes safe.

The three digital videos are a compelling solution to Godrej Lock’s marketing objectives: to raise awareness about the need for superior safety systems at home. And to make Godrej Locks synonymous with Safety and advanced home safety solutions.