Good Knight: Fastcard ki Paathshala

Good Knight, an Indian mosquito control brand, increased brand awareness in rural parts of India by launching a mobile campaign that used voice technology to help educate children.

Campaign details

Brand: Godrej Consumer Products Limited/Good KnightLead agency: Mindshare India Pvt.Ltd.

Objectives

56 per cent of India does not use mosquito repellents. Good Knight recognized this gap and created a solution that is effective, easy to use, and at a price point that is attractive to the masses. They introduced a new paper based mosquito repellent format in 2014 - called Good Knight FastCard.

While this was launched for the urban user who did not use branded repellents, it was observed that rural markets would have a higher potential for a product like this. These areas...

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