Goodknight has launched a new TVC for its Goodknight Fabric Roll-On brand, highlighting the concern of family members when children go out to play in the evening and are vulnerable to mosquitoes and diseases such as dengue and malaria.
The TVC conceptualised by JWT India describes an Indian family stopping their daughter from playing cricket. The grand-mother, grand-father and father express their concern that she may be bitten by mosquitoes and contract malaria and dengue if she goes to play. The mother supports her daughterâs decision to play outdoors as she is assured that the Goodknight Fabric Roll-On will protect her. The TVC highlights how the Goodknight Fabric Roll-On is effective in repelling mosquitoes and enables kids to go out and play and become âchampionsâ. The creative ends with a message for kids that if they want to become champions and win, they have to venture out of their homes without the fear of mosquitoes.
Sunil Kataria, CEO, India and SAARC, Godrej Consumer Products Limited, said, âWhile there is an alarming rise of vector-borne diseases such as malaria and dengue in the country, there is also a lack of awareness that the mosquitoes that spread these diseases usually bite during the daytime when children are usually out of the protected zones of their homes. Our core focus is to let children have a happy childhood outdoors which makes them champions in their lives by protecting them from mosquitoes while they play.âÂ Â
Priya Pardiwalla and Steve Mathias, Vice-Presidents and Executive Creative Directors, JWT Mumbai, said, "Every mom knows the importance of playing outside every evening and not being trapped by videogames or television. However, sometimes she has to say no and stop her kids from stepping out, especially during times of high mosquito infestation such as a dengue epidemic. But now Goodknight Fabric Roll-On, a truly non-intrusive innovation, empowers moms to say yes and allow their kids to play outside, to learn and explore without worrying about mosquitoes. The commercial is centred around a mother who encourages her kid to go out and knock it out of the park, while the rest of the family is concerned, stressed and worried about mosquitoes outside."