Goodknight's new TVC aims at protecting families from the mosquito menace
Goodknight, the market leader in the household insecticide category has launched their latest innovation ‘Goodknight Power Chip’. The brand has come up with a new television commercial that understands the emotions of a mother and her plight to protect her family from the mosquito menace.
The new TVC opens with a kid inviting his friends over to his house to watch a match. However, his friends have decided to go the kid’s house whose mother has successfully managed to keep her home mosquito free. The first kid wonders what must be the trick to keep mosquitoes at bay, to which his friend responds that his mother has the power of 100 coils – mere mummy ke paas toh 100 coil ki shakti hai.
The mother protects her home with the newly launched Goodknight Power Chip. She is delighted to see her son enjoy with his friends. The mother and the kid twirl their fingers in a playful manner depicting the power of 100 coils.
Speaking on the new ad campaign, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd said, “We are very excited about the new launch. Goodknight Power Chip is the new entrant to the Goodknight family. Brand Goodknight has always understood mothers and their struggle to protect their families from the mosquito menace and has always offered an effective solution to address their concerns. The new ad film has captured this emotion aptly.”
Mr. Sunil Kataria further added, “Goodknight has always been at the forefront of innovation in the household insecticide category. Goodknight Power Chip contains technologically powered TFT molecules in a gel format and is absolutely safe to use around children and elders. It has the power of 100 coils and highly effective product that comes at an affordable price point.”
Speaking on the new ad campaign, Tarun Rai, CEO, J Walter Thompson South Asia (JWT) said, “Power Chip is a breakthrough innovation created for the semi-urban and rural consumers. Our biggest challenge was to build format relevance for these consumers by upgrading them from the ‘burning’ formats (i.e. Coil) to an electric format. Coil is a benchmark of efficacy for these consumers. We strategically referenced coils to establish our new product superiority with the claim of ‘Power of 100 coils’. The communication is created to match the sensibilities of our target group and is delivered through an endearing banter between the kids and acknowledging the Goodknight mom.”