The World Health Organisation states that 2.5 Bn (33%) of the world’s population is estimated to be at risk from Dengue, India being one of the high risk markets. Goodknight, market leader in the mosquito repellent category in India strove hard to fight the dengue menace. In a research conducted along with The Nielsen Company, most people believed that mosquito infestation starts only in the evenings. Goodknight had a single minded objective of breaking this myth and encourage people to build a habit for using Goodknight during morning too.
In 2016, the number of dengue cases increased rapidly and news across media claimed it to be India’s worst dengue fever outbreak in many years. Worse, no vaccine was available to fight this disease. Using Goodknight to keep mosquitoes at bay was easy. More shocking was the fact that when GoodKnight conducted a research and realized that only 17% of Indians were aware that Dengue mosquitoes actually bite during the day. The media task at hand was to create awareness about using Goodknight during the day as well.
To raise awareness of this phenomenon and build the habit of using Goodknight during daytime, we launched the campaign “Subah Bolo Goodknight” In order to achieve the objective, we had to target the gatekeepers of the family, The Women of India, whose utmost priority is health & protection of their families. Indian Women consider reel life women as their alter egos and emulate them We leveraged the power of Television to reach the masses and a unique format of communication was crafted. Four leading female protagonists of primetime shows from all Hindi GEC & Regional channels were roped in to drive awareness, build connect and relevance with our core target audience through a singular communication – ‘Subah Bolo Good Knight’! Character’s popularity is well known to be singularly important driving force towards programme loyalty.
This story was broadcasted across more than 60+ channels of different genres for over a month More than 35 million were inspired to develop the critical habit of using GoodKnight during morning and beyond Market share increased by 200 basis points at All India.
E4m Primetime Awards 2016 - Best Use Of Entertainment Channel - Silver
Ad Club Chennai - MADDY's 2017 - TV Product -Gold