Godrej Sara Lee has launched a new ad campaign for GoodKnight Naturals, a moisturising mosquito repellent cream. The ad aims to bring out the natural essence of the product endorsed by actress Vidya Balan, who personifies the brand’s proposition – natural and caring. The ad campaign and concept has been developed by JWT India.
The new campaign focuses on communicating the effectiveness of a moisturiser-based mosquito repellent cream with the goodness of natural herbs like Tulsi and Lavender that help fight mosquitoes naturally, while keeping the skin nourished and protected with milk.
Created by JWT India, the campaign communicates the powerful combination of safety from mosquitoes and protection of the skin as never before, while highlighting the product offering through their tagline – ‘Machharon ki haar, skin se pyaar’. The film has been shot by Rajesh Sathi of Keroscene Films.
Speaking on the strategy, Tarun Arora, VP - Sales & Marketing, Godrej Sara Lee, said, “GoodKnight has always offered products that are based on strong consumer insights. The biggest challenge was to overcome the existing mental barriers of people being precarious about using mosquito repellent creams as they are associated with being sticky and harsh on the skin. The new ad positions the product in a way that cues in safety and credibility in a reassuring manner.”
The brand has also roped in Vidya Balan to endorse this product. On the reason for roping in Balan, Arora explained, “Vidya Balan is the perfect fit for the brand as she replicates happiness and strong relationships.”
The brand takes a multi-media campaign route. Besides TVC, the campaign will be supported across mediums like radio and print. In-shop activities will also be undertaken.
The TVC is expected to break by mid-October.