Goodknight launches the ‘Rakshak Ki Rakhi’, with Digitas
Over the past couple of months, our world has come to a pause. But while we stayed in, there were those that stepped up to the front-line to protect us. But with the rains, there’s a whole new risk that they are exposed to. As heavy rainfall is often followed by a dry bout which is the breeding ground for mosquitoes that cause dengue and malaria.
Our front-line heroes are out there every day protecting us, so on Rakshabandhan, Goodknight, India’s leading mosquito repellent brand took on an initiative to protect them.
Conceptualized by Digitas India, ‘Rakshak Ki Rakhi’ is a special rakhi made with Goodknight Patches that offer active protection from mosquitoes. Made by kids, this was a promise of protection for our heroes as they went about their day. The entire activity was conducted keeping the current safety norms and rules in place.
Commenting about the initiative, Mark Mcdonald, Executive Vice President and Head of Creative, Digitas India says, “Our front-line heroes have been out there protecting us day in and day out. When we realized the added risks the monsoon poses to them, in the form of mosquito-borne diseases, we wanted to do our part to protect them. That was the genesis of the idea and the Rakhi – one of the most powerful symbols of protection – was the perfect way to do it. It’s a lovely initiative that’s true to brand GoodKnight’s ethos, and uses the product in a unique way. Needless to say, it’s extremely gratifying to play a small part in protecting the heroes who’re out there protecting us.”
Speaking about the initiative, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Limited (GCPL), said, “We salute the unwavering spirit of the front-line workers to serve the country during these testing times. As these warriors ensure people are protected and cared for, we thought of doing our bit by protecting them from mosquitoes. We did this on Raksha Bandhan, an annual ceremony symbolizing the bond of protection, and effectively used Goodknight mosquito repellent patches. We reached out to doctors, policemen, and healthcare workers with a one-of-a-kind ‘Rakshak Ki Rakhi’ featuring Goodknight patches along with a special message extending our appreciation and gratitude.”
The ad has been launched on several social channels and has been well appreciated across various quarters.