Arati Rao
Aug 06, 2012

Good Knight bids to become a part of more Indian families

WATCH the TV ad created by JWT India

A new campaign by JWT India celebrates the different kinds of families across India, and the one common amongst most of them - Good Knight. According to the ad, this is based on a Nielsen report that found Good Knight to be the largest selling liquid mosquito-repellent vaporiser in India.

Dipika Narayan, vice president and executive business director, JWT India, explained the brief: "Given Godrej’s ability to live upto its brand promises and roll out a steady stream of innovative products for the consumer, it had made its mark as a leader in the household insecticide category and is way ahead of its competitors. Good Knight was declared the market leader in the liquid vaporizer category in September-October 2011 when it overtook its competitor ‘All Out’. Through the new TVC, Good Knight attempts to thank the millions of families who had reposed their trust in the brand and assigned the task of protecting their precious family moments to it. Alongside, the brand also wanted to accelerate the growing number of users switching to Good Knight as their brand of choice. The task was to celebrate the leadership and growth of the brand with all its users and simply say ‘Welcome to the family!’."
 
On the creative execution, she said, "The driving thought behind the campaign was to stay true to its core brand promise of 'Protecting happy family moments'. Not only are families an integral part of the Good Knight brand, but Good Knight being an integral part of families is equally strong and true. The idea was born of a simple thought… that there are many things that are different about families across India; however, the one thing that runs common across the 45 million households is the presence of the Good Knight brand."

Asked if the shift from the celebrity endorsement route (the brand had used Rani Mukherji and Vidya Balan in the past) is a permanent one, Narayan said, "We will continue to evaluate the use of celebrities wherever it fits the brand task and we see it as a value-adding proposition. In fact, voiceovers lent by Raghubeer Yadav and Nasser were used, to connect more strongly to the common Indian family."

The TVC will be supported by radio, digital and point of sales.

Credits:

Client: Godrej Consumer Products
Creative agency: JWT Mumbai team
Production house: Curious Films
Director: Vivek Kakkad
Media agency: Madison

Source:
Campaign India

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