Goodknight release new TVC campaign for Goodknight Mini
Goodknight, India's leading household insecticide brand from Godrej Consumer Products Limited (GCPL) , unveiled Goodknight Mini - world’s lowest cost liquid mosquito repellent device. The brand unveiled a TVC campaign to create awareness of this recent innovation by Goodknight. The TVC, conceptualized by Wunderman Thompson, highlight the affordability of the product, showcasing how all-night protection is now accessible to everyone. This move is aimed at increasing brand awareness and consideration in tier II markets.
The film shows a father who has got his baby to sleep. Singing a lullaby in a hushed voice, he puts the baby in the cradle when he spots mosquitoes around. Just then the mom comes in, notices him shooing away the mosquitoes and switches on the new Goodknight Mini. The film is light-hearted, warm and charming, creating an emotional connection with consumers and helping them understand the benefits of using the Goodknight Mini.
Commenting on the new TVC campaign and the product innovation, Shekhar Saurabh, Category Head – Household Insecticide, Godrej Consumer Products Ltd, said, “Goodknight has always brought innovations that ensures most advanced protection against mosquitoes. With the launch of Goodknight Mini, the brand is democratizing liquid vaporizers in the country and making them affordable by upto 50%. Thus, making them accessible for everyone. With the new TVC campaign, we aim to provide awareness about affordable, safe yet effective solutions to the consumers who have been using unsafe & unregulated burn format products like incense sticks.”
Priya Pardiwalla and Steve Mathias, VPs & ECDs, Wunderman Thompson spoke about how they conceptualized this idea, “Chhotu was actually the pet name we had for this new Goodknight mini liquid vapourizer in all our many internal conversations. That triggered an idea about a dad putting his cute tiny baby to sleep in his tiny world, which is incomplete without the protection of the tiny Goodknight vapourizer. Also, many times parents make up their own sweet lullabies on the spot while putting their babies to sleep. We tried to create that same feel by keeping the words and track simple and minimalistic.”
Goodknight Mini make safe & smoke free mosquito protection accessible for lower income consumers. Many of whom today use unsafe and unregulated high smoke incense sticks. Doctors caution against using these spurious repellent incense sticks as they may cause bronchitis, asthma, reactive airways disease, and other conditions. Till now, regulated and safe non-smoke solutions, while widely known, were only available at higher prices and with features that did not suit the needs of these consumers.
Goodknight understood these needs in depth and have developed innovations with breakthrough R&D. Firstly, by recognizing that many lower income households have high mosquito infestation through the night and therefore need a consistent high repellent effect. This resulted in the engineering of Goodknight Mini as a single mode machine giving high all-night efficacy. Priced at just INR 50 (Repellent Machine + Refill) and refills for INR 35/-, this solution only costs INR 2.5 for a night’s use.