We will look to drive new triers to the insecticides category: Sunil Kataria, Godrej
With its new digital film for Goodknight Power Activ+, Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd tells us why innovation has helped the company be a category disrupter & market leader
Published - 28-January-2019
Mosquitoes are a menace throughout India, however a majority of Indians generally take prevention against mosquitoes only during the night and not during the day as they are not aware that that dengue causing mosquitoes arrive in morning. In fact, around 92 per cent population is unaware of the fact that day mosquitoes cause dengue as per ‘Good Knight Dengue Awareness’ report from AC Nielsen. To address the myth of mosquitoes not biting during day time, liquid vaporiser Goodknight Power Activ+ has launched a digital film to highlight the fact that dengue causing mosquitoes arrive in the morning.
Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd (GCPL) says, “There are many myths around dengue and mosquitoes spreading this dreadful vector borne disease. We wanted to make consumers cognizant of the fact that, dengue causing mosquitoes arrive in the morning, thus families need to safeguard themselves not just during the night but also during daytime. GoodKnight, as a leader in the space, take it as a responsibility to introduce campaigns that bridges this awareness gap amongst people and urges them to stay protected from mosquitoes. With such initiatives, we are committed to offer superior products like GoodKnight Power Activ+ which ensures complete protection from mosquitoes for the entire family.”
Commenting on the overall category and why the company focussed on this insight, he said, “We are more than half of the category and are market leaders in All India.” Conceptualised by Classic Films, the digital film has as per Kataria “received an overwhelming response with over 12 lakh views online.”
What has been a hallmark of GCPL over the years is the company’s focus on innovation and over the years, the company has introduced products which are forward looking with technology and product design to match the unmet needs of consumers.
Says Kataria, “Over the years, the company has introduced products which are forward looking with technology and product design to match the unmet needs of consumers. The focus of these products has always been extensive research and innovation which disrupts the category to be a step ahead of the times.”
He continues, “With this objective, last year we launched the GoodKnight Power Chip, a product meant to be a breakthrough for urban and rural consumers as it contains power of 100 coils and highly effective product that comes at an affordable price point. We also have GoodKnight Naturals Neem Agarbatti – India’s first natural mosquito repellent incense stick, GoodKnight Fabric Roll On, the best mosquito repellent for kids and babies outdoors and GoodKnight Fast Card that acts instantly in three minutes and provides relief from mosquitoes.”
The focus for Goodknight is to drive new households to adopt mosquito repellents as a solution to the menace of mosquitoes. “Looking ahead, we will look to drive new triers to the insecticides category with affordable yet superior product that ensure families stay protected and happy without the bother of mosquitoes,” reiterates Kataria.