Godrej Consumer Products is a leading emerging markets company. Goodknight, India’s largest household insecticide brand, trusted and loved by more than 7.4 crore households ensures families are protected from mosquitoes through its vast range of indoor and outdoor mosquito repellents.
Identifying the need to protect families and children from the mosquito menace in India as 90% of the population is facing mosquito problems as per the research. Goodknight unveiled its latest power-packed innovation – Goodknight Gold Flash. This new offering is India’s most powerful liquid vapouriser, with visible proof of efficacy through flash vapours. As India’s largest household insecticide brand, Goodknight is redefining the INR 2200 crore liquid vapouriser markets in the country by unveiling Goodknight Gold Flash.
Goodknight liquid vapouriser contribution to overall Goodknight revenue:
(Region wise) East 57%, West – 58%, North – 53% and South – 55%
At the launch event , Medianews4u spoke to Sunil Kataria – CEO – India & SAARC, GCPL.
Isn’t it a huge business risk to withdraw the Express and Active machines in one sweep?
Yes, it is a risky and we’re taking a very drastic decision of replacing Goodknight Active and Express machines with the Goodknight Gold Flash machine. The reason behind this is that we are immensely confident in our product and want to give the best to our consumers but we have decided to go ahead with it. We think this new product is the best innovation, we are actually announcing a very important evolution in the history of insecticide in a category in this country with an active double booster product and we want the people to experience it.
Every few years you have innovated the products, is it based on consumer research?
We believe in research and can’t share the numbers, but a significant amount goes into research and our marketing team works very closely with the research team. The consumer feedback is very important and it is incorporated, when we go about upgrading our products to deliver better products to our consumers. Also, we are trying to change the mindset of the Indian consumers and creating awareness about the various vector-borne diseases in India. It’s our responsibility to provide the best solutions for protecting their lives.
How about the marketing campaign?
We would be doing a 360* campaign across television, print and digital. Our major spending would be on Television and Print. We have allocated about 20% on digital spends. A main film has been made and we have also made 6 different films which will be released across smaller towns, villages and interiors of India, to educate the common man about the perils of vector-borne diseases. The communication is to educate families, different geographies and different district regions on different Media across the year, to convince the common man to use the product. We have also tied up with Madhya Pradesh govt in eradicating this disease.
Over the years the TVC has always had kids and families, any strategy behind this?
Globally mosquito repellent communication has always been all about killing mosquitoes. We believed that as India is a very emotional country, we have always tailor-made our communication to speak directly to families.