Top Story

e4m_logo.png

Home >> Advertising >> Article

Godrej Sara Lee launches new campaign for GoodKnight Naturals; ropes in Vidya Balan

10-October-2009
Font Size   16
Share
Godrej Sara Lee launches new campaign for GoodKnight Naturals; ropes in Vidya Balan

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.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking