Great brands have to think ahead of consumers: Sunil Kataria, Godrej
At Pitch CMO Summit 2020, Sunil Kataria, CEO India & SAARC, Godrej Consumer, Consumer Products, recounted the milestones and themes that have crafted the GoodKnight brand
Godrej Consumer Products’ Ltd (GCPL) brand Goodknight has been a household name in India. Over its nearly three-decade journey, the brand has grown from being a niche entrant to an omni-leader.
At the Pitch CMO Summit 2020, Sunil Kataria, CEO India & SAARC, Godrej Consumer, Consumer Products, spoke on Goodknight’s journey and the various milestones and themes that have crafted this brand.
He called the brand journey as ‘three decades of happiness’. “Mosquitoes are the biggest killers, it's not coronavirus or wars,” he said, while speaking about the importance of the household insecticide category.
According to Kataria, the three phases that the Goodknight brand witnessed in its iconic journey ranged from being a niche entrant (1984-94), being a category disruptor (1994-2005), and then eventually going on to becoming the category creator and omni leader (2007-till date).
“Care and Protection have always been the focus of this brand,” he remarked.
Kataria spoke about how the brand came alive in the challenging and regulated category.
“All other industry players in their advertising spoke about the harshness and efficacy of the product. So while all the brands in the category were talking about killing mosquitoes, GoodKnight talked about a ‘good night sleep’.”
The brand then went on to change its focus from pure sleep to assured protection against mosquitoes as per the changing times.
“Consumers started feeling mosquitoes are becoming more and more stubborn. India started seeing the advent of diseases like malaria. Goodknight then decided that I will not be a niche premium electrical player but a mega brand as many aspects of this country require protection,” Kataria explained.
Picking up another interesting emotional insight, GoodKnight decided to make mothers and children central to the brand while deciding to stay away from opting for brand ambassadors.
“The boom of vector-borne diseases like dengue led to huge anxiety among mothers and we the omni-thought leaders gave mothers a centrestage in ads. We decided to go away from brand ambassadors,” he shared.
“Care is the moto of GoodKnight - Protection against mosquitoes to protecting happy moments is what our communication is all about,” Kataria continued.
He shared that the "Push karo khush raho" campaign resonated so well among its audience that it ran for over five years. “Kids are the true brand ambassadors of this brand,” he contended.
According to Kataria, consumer connection is key but brands need to stay ahead of the curve themselves too. “You need to listen to your consumers but they can never ever drive your innovation. Listen to them but great brands have to think ahead of consumers,” he expounded.
The core factors that make brands successful, according to Kataria, are building brand love, engagement and relentless focus in innovation.
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