Good Knight Fast Card: How a two cent product became the most successful insect repellent launch in history

Siddhant Lahiri and Navonil Chatterjee

This case study describes how Good Knight, an India mosquito repellent brand, increased sales and penetration in rural India by creating an innovative new product variant that was easy to use, cheap and effective.

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...

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