Goodknight has launched a new television commercial for Goodknight Flash, spotlighting the liquid vaporiser's ability to eliminate mosquitoes in six minutes through its RNF (Renofluthrin) Formula.
The campaign builds on consumer insights around the impact of mosquitoes on children's sleep. According to a study commissioned by the brand, 55% of parents attributed their children's poor sleep to mosquito bites or buzzing.
Conceptualised by Lightbox, the in-house creative studio of Godrej Consumer Products Ltd. (GCPL), the film revolves around a father racing against time after learning that his wife and sleeping baby will be home in six minutes. As he hurriedly prepares the baby's room, his daughter warns him that if the mosquitoes are not gone before they arrive, he will be in trouble. The father quickly switches on Goodknight Flash, setting up the product's six-minute protection proposition.
Neeraj Senguttuvan, Head of Marketing – Home Care, Godrej Consumer Products Ltd., said, “Goodknight is committed to easing consumers’ lives from the impact of mosquitoes whether through the diseases they spread or the discomfort they cause. Goodknight Flash, powered by its superior RNF Formula, is among the most efficacious and powerful liquid vapourisers in the country today, delivering mosquito protection. With this campaign, we have further simplified the proposition for consumers by clearly quantifying the impact and efficacy of Goodknight Flash. Through this strong six-minute protection promise, we aim to drive deeper market penetration and reinforce consumer trust in the category.”
Gaurav Kumar and Shalini Avadhani, Chief Creative Officers, Lightbox, added, “We often romanticise the hard labour of parenting. We wanted to challenge that norm. Goodknight Flash works in six minutes, and that ease is the point. Caring for those you love should feel simple. The trying father has always lived at the heart of the Goodknight universe. This film just lets him win a little faster.”
Through the campaign, Goodknight seeks to reinforce its positioning around effective mosquito protection while connecting with parents through everyday family moments and concerns around children's sleep and wellbeing.
