Goodknight, the insecticide brand, has rolled out a campaign titled ‘Neendon ko nazar na lage’ (don’t let sleep get an evil eye) to highlight the importance of protecting infants from dangerous mosquitoes.
Conceptualised by Wunderman Thompson, Mumbai, the film showcases the bond between a father and child and the importance of uninterrupted sleep for an infant’s wellbeing. It opens up with a young father trying to switch on Goodknight Gold Flash, as their baby’s sleep is getting interrupted. However, the father is unable to do so, with the baby gripping his finger. The mother notices the father’s struggle and switches on Goodknight Gold flash to ensure their baby’s uninterrupted sleep. The film ends by depicting the baby sleeping peacefully between her parents. The film aims to highlight how the product gives relief to parents, by providing protection against mosquitoes without any smoke emissions.
Somasree Bose Awasthi, chief marketing officer, Godrej Consumer Products, said, “Through the new TVC campaign, Goodknight celebrates the unique bond between fathers and their children. Fathers are very much concerned about their little ones and want to offer them the best of care, comfort and protection. The TVC conveys the importance of an uninterrupted sleep for an infant's overall health and well-being and how even a single mosquito can disrupt the same. As the market leader in household insecticides, we focus on creating this awareness amongst parents and empower them with relevant pest solutions.”
Priya Pardiwalla and Steve Mathias, executive creative directors and vice presidents, Wunderman Thompson, Mumbai, said, “Parents know that babies need their sleep to be happy and healthy. Parents do everything to make sure their babies fall asleep. Sleep so hard-won needs to be protected in the best way possible that’s why Goodknight's ‘Neendon ko nazar na lage’ isn’t just a campaign line. It’s a wish, a blessing that all parents have for their children. It captures the anxieties, efforts and emotions that parents go through every night. The film makes a clear shift for the brand and is also a reflection of dads playing an active role in parenting today. Dads eagerly welcome this new life stage and are more involved than ever before in bringing up their babies.”
