SECURITY OR VEILED THREAT?

The purpose of an ad is to communicate with the target audience, evoke interest, highlight product attributes and also instill a certain degree of confidence in the consumer’s mind. The latest commercial for Godrej Security Solutions fails on the last two counts. It does communicate with the target audience; it also manages to evoke interest with its comic tone but fails to highlight the product’s attributes and ironically for a product range promising ‘Security Solutions’, fails to instill confidence. It in fact manages to scare by almost making a veiled threat.