Goodknight Activ+ is the market leader in the mosquito repellent category. However, being a highly competitive and undifferentiated category there is very low consumer involvement.
The consumer behaviour in this category is need based and not preventive.
As a category leader, Goodknight Activ+ wanted to continue Driving Relevance so as to Increase Penetration.
We identified 2 life threatening diseases - dengue & malaria which are directly related to mosquito bites via which we wanted to advocate the use of Goodknight Activ+ as a preventive measure to drive relevance.
Mosquito infestation increases during Monsoons and the need for a repellent is highest. We needed an adaptive yet predictive strategy that went beyond weather conditions and meteorological predictions which are mostly never accurate.