Godrej Consumer Products Limited (GCPL) has launched a public service film titled ‘Machar Hai, Mehman Nahi’ as part of its CSR initiative, Elimination of Mosquito Borne Endemic Disease (EMBED). The campaign addresses the normalisation of mosquitoes in Indian households, positioning them as unwelcome intruders rather than harmless presences.
Mosquito-borne diseases such as Dengue, Malaria, and Chikungunya continue to impact millions across India annually. National health data indicates that India recorded over 1.13 lakh dengue cases in 2025, reinforcing the need for sustained awareness and preventive measures beyond the monsoon season. Against this backdrop, GCPL’s campaign focuses on driving behavioural change at the household level through culturally resonant storytelling.
The creative approach draws from India’s long-standing tradition of hospitality, where guests are typically welcomed with warmth. The campaign challenges this mindset through the central idea that not all ‘guests’ deserve entry. The film reinterprets the phrase ‘Padharo Mare Desh’ into ‘Na Padharo Mare Desh’, reframing mosquitoes as entities that must be actively kept out of homes.
Through its narrative, the film highlights everyday practices such as stagnant water in coolers, uncovered buckets, and neglected corners that inadvertently create breeding grounds for mosquitoes. By spotlighting these commonplace habits, the campaign aims to prompt simple preventive actions among households, encouraging vigilance in domestic and surrounding environments.
Sudhir Sitapati, md and ceo, Godrej Consumer Products Limited, said, “Mosquito-borne diseases remain a major public health concern. It requires collective awareness and sustained behavioural change. Through ‘Machar Hai, Mehman Nahi’ we wanted to use a cultural insight that resonates deeply with Indian households. By rethinking the idea of hospitality, we hope to inspire people to take simple but effective preventive steps that keep their homes and communities safer.”
The campaign film was conceptualised and written by creative storyteller Swati Bhattacharya, who rooted the narrative in behavioural insight and cultural symbolism. Bhattacharya said, “ In India, hospitality is not just a tradition - it is an instinct. Just like we welcome guests, we also welcome mosquitoes with stagnant water and open rubbish bins. Lets unfriend the mosquito and have an anti-hospitality qawwali - machhar hai mehmaan nahin.”
At the centre of the campaign is a storytelling-led film designed to shift perception and prompt action. GCPL has extended the initiative into a multi-channel awareness programme, including school engagement initiatives, community outreach drives, large-scale wall art across Maharashtra, radio storytelling, and a national digital movement encouraging citizens to ‘Unfriend the Mosquito’.
The campaign aligns with GCPL’s broader CSR focus on driving measurable community impact, using communication as a tool to influence public behaviour and reinforce preventive health practices.
