Equinox & Underdog Show Off the Cutting-edge Design of Godrej Nav-Tal Locks

Godrej Nav-Tal, one of India’s most iconic brands, is getting a makeover. Few Indians if at all would have not heard of its name or its engaging history. This old favourite is now all set to transform into a smarter, sleeker avatar, Nav-Tal NXT. 

Given its illustrious heritage and status amongst the nation’s core brands, the launch is a much-anticipated event within the group itself and involves its senior-most design, product and brand professionals.

Agency Underdog has won the creative duties for the relaunch of the Nav-Tal NXT project on the back of a keenly contested pitch featuring amongst others, the incumbent agency, and other MNC and independent agencies.

Shyam Motwani, Executive Vice President and Business Head, Godrej Locking Solutions and Systems, has this to say: This brand has enjoyed enduring love for as long as one can imagine and now the new normal is going to be a very different padlock shape. The challenge therefore is to present it in a way that does not compromise on its heritage and yet take its new narrative ahead to keep it in-step with the younger generation.

Prasad Gupte who heads Integrated Marketing Communication and Trade Marketing at Godrej Locking Solutions and Systems adds: For us, the re-launch of Nav-Tal is a moment that is history in the making. And in Underdog, we found the right partner, who understood our aspirations and passion for this brand with the right kind of sensitivity. 

Besides the brand film, which captures the very core of the design philosophy behind the relaunch, Underdog was also given the mandate to do a digital ‘Behind the Scenes’ film for Godrej’s vast army of stakeholders to succinctly captures the journey of its evolution step by exciting step. 

Both the films have been directed by Priyanka Ghose of Equinox and will enjoy a simultaneous digital release.

Talking about the experience, Underdog’s Vistasp Hodiwala says: "Sometimes what you do as work is more than just work, it’s an honour. For us, the thrill of working on a brand that has been synonymous with the very name Godrej for over 5 decades has been a reward in itself."

Vikram Gaikwad from Underdog says: "There are just a handful of brands in this country which have the magnetic allure and prestige of a Nav-Tal. To be involved in the refashioning of a brand as exciting as that is a privilege. All of us at Underdog are thrilled to be a part of this exciting journey."