Good Knight Fast Card: How a two cent product became the most successful insect repellent launch in history
Siddhant Lahiri and Navonil Chatterjee
Campaign details
Brand owner: Godrej Consumer ProductsLeading agency: JWTBudget: 500k – 1 millionCountry: IndiaIndustry: Cleaners, detergents, air care; Non-prescription, OTC productsMedia: Cinema; Events and experiential; Outdoor, out-of-home; Point-of-purchase, in-store; Radio; Television
Executive summary
Market background and cultural context
The great Indian irony: mosquitos are everywhere, but there is low penetration of mosquito repellants.
Mosquitoes are a ubiquitous Indian problem. While there are various kinds of insect...