Last Wednesday, residents of Delhi, Mumbai and some other cities, woke up to a Good Knight call, or were at least urged to do so by a full-page ad in leading national dailies. A cleverly executed copy that read "Subha bolo Good Knight", presented Good Knight, the mosquito repellent brand from Godrej, as a simple, yet effective means of dengue prevention.
But, will it succeed? #Tellafaqs!
Can mosquito repellent brands change consumer habits and get people to use the product during daytime? #Tellafaqs!— afaqs! (@afaqs) November 6, 2015
These findings led to the launch of 'Subah Bolo Good Knight,' a nationwide awareness campaign that aims to reach out to kids across the country and sensitise parents to adopt preventive measures for dengue.
Sunil Kataria, GCPL business head, India and SAARC, informs, "India is today the epicentre of the global epidemic of dengue, harbouring the largest number of dengue infections in the world. The disease has become hyper-endemic in the country, and its incidence has increased 30 times in the past five decades. Considering the scenario, we took this initiative."
According to Kataria, Good Knight has always been an empathetic brand, making its point through children. "Mothers are our primary TG (target group), which is why getting across our message through kids works. Besides, we did not want to be preachy. Fortunately, we also found a quirky tagline in our brand name itself," adds Kataria, discussing the campaign execution.
The dengue 'fever'
With the 'Subah Bolo Good Knight' campaign, Good Knight is quite visibly trying to create an effective case for itself by urging consumers to use the product during daytime to prevent dengue. The brand has traditionally worked towards evening and night time, but is now making attempts to widen the scope of usage.
"The primary TG for the campaign", explains Kataria, "are the existing customers, housewives and mothers. While they are already using our product in the evening and night time, with dengue lurking around, they must extend this habit to mornings and beyond." The initiative also addresses schools, NGOs, and government bodies.
But, Good Knight is not the only mosquito repellent brand to have contracted the 'dengue Fever'. In the home insecticide space, it competes with SC Johnson's All Out and Reckitt Benckiser's Mortein. Both brands are also vying for the daytime usage window.
The report also states that with a value share of 52 per cent, Godrej consumer products continued to lead home insecticides in 2014 in all categories. Commenting on the competition, Kataria further claims that Good Knight has been consistently growing at a rate 1.5 times the category growth.
The media push
The campaign kick-started on print and will be sustained by television and digital mediums. It will last for a period of one year, running alongside other product campaigns. During the course, the brand will keep refreshing its digital creatives regularly. "Our aim is to educate people and create in them a long-term habit. This will take time to achieve," states Kataria.
To meet the stated aim, the brand's creative (JWT), media (Madison) and digital (Schbang) partners are ensuring that the campaign engages its audience optimally and is persuasive at the same time. On one hand, conversations around #SubahBoloGoodKnight are being generated on social media, and on the other, Good Knight is using newspapers, a medium exclusive to mornings, to reinforce its message of using the product during daytime. The otherwise one-way print medium is being made interactive through a contest where readers are being asked to spot and share the print ads to win some goodies.
A perfect solution?
Taking about the creatives, Bijoor says, "They are typically digital; simple and low quality, but effective nevertheless." To him, the campaign is a tactical one, if only the brand can find ways of extending it to other situations. "As far as a mosquito repellent brand is concerned, every disease is an opportunity, as well as a responsibility", he states.