Good Knight Activ+: Predicting Malaria & Dengue Outbreak through Data Intelligence

GoodKnight, an insecticide brand, successfully increased sales and raised the Indian audience's awareness about dengue, a dangerous disease which is transmitted by mosquitoes.

The Objective

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...

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