Launch of Goodknight fabric roll-on

Indian mosquito control brand Goodknight launched its Goodknight Fabric Roll-On mosquito repellent and catalysed a behavioural change by encouraging mothers to send their children outdoors to play.

Campaign details

Advertiser: GODREJBrand: Goodknight Fabric Roll-OnCountry: India

Although 95% of India live in malaria/dengue prone areas, the usage of outdoor personal repellents is only 2.8%. The need was to increase adoption rate for personal repellents in India and build the category.

People are not habituated to using personal repellents and stay indoors instead for fear of mosquitoes. The most susceptible to this mindset are mothers, who restrict their children from going out to play, leading to a whole new generation that live an unhealthy lifestyle. Our campaign aimed at catalyzing a behavioral change by...

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