A man hurries home. He leaves a meeting halfway in office and frets for being stuck in traffic. He reaches home only to be told his infant has just fallen asleep. The disappointment on the father’s face is evident for he could not wish his child good night.
This is the reality for a lot of fathers – with mothers most often seen as the primary caregivers, the father is stereotyped as being less involved.
Goodknight’s campaign showcases the father-child bond. As the child sleeps on, the father’s protective instinct comes to the fore, needing to protect his baby from mosquitoes. The campaign has been conceptualised by Light Box, Godrej Consumer Products’ internal agency
The TVC ends with the message that all fathers are perfect, even if they can’t always say goodnight.
Speaking about the campaign, Shekhar Saurabh, AVP & Category Head – Home Care, Godrej Consumer Products Ltd, said, “Goodnight is India’s leading household insecticide brand trusted by families across the country. We are part of many Indian households ensuring safe and effective protection against mosquitoes. The TVC campaign emphasises the critical role of uninterrupted sleep in an infant’s overall health and well-being, underscoring how even a lone mosquito can disrupt it. We are further committed to raising awareness among parents and equipping them with effective solutions to safeguard their child’s sleep.”
“Light Box, which is GCPL’s in-house creative studio, brings this unique campaign of Goodknight as parenting becomes a dual role. It’s time we acknowledge the shift where both mothers and fathers are contributing to the well-being of their child. Today, fathers enthusiastically embrace this new phase of life, demonstrating greater involvement than ever in nurturing their little ones. The campaign has the right messaging and interesting real- life insights, curated together through seamless partnership between Goodknight and Light Box,” said Chirag Aga, AVP – Brand Equity, Godrej Consumer Products Limited.
Commenting on the campaign, actor Zeeshan Ayyub said, “Fatherhood is about more than just being there. It’s about being present, even when you’re not. It is time to dispel the stereotype that fathers do not care about their children or that they are too busy to be involved in their lives. As a father myself, I understand the importance of making small efforts for my kid. For example, I make sure to read my daughter a bedtime story whenever I am in town. I may not be able to do ten things, but I will try my best to do at least those critical six tasks. It is a privilege to be associated with a trusted brand like Goodknight, whose campaign represents the countless trying dads like me out there, exemplifying the spirit of love and dedication.”
Feedback: [email protected]
