Godrej Consumer Products Ltd (GCPL) has introduced a groundbreaking solution in the fight against mosquitoes with the launch of its Goodknight Flash liquid vapouriser.
This product is formulated with Renofluthrin, India’s first indigenously developed and patented molecule for mosquito control. The introduction of this innovative molecule marks a significant milestone in the country’s efforts to combat mosquito-borne diseases.
Renofluthrin, the key ingredient in Goodknight Flash, has been rigorously tested and approved by the Central Insecticide Board and Registration Committee (CIB&RC). GCPL claims that this new formulation is twice as effective against mosquitoes compared to other liquid vapouriser formulations currently available in the Indian market. This breakthrough not only reinforces Goodknight’s reputation for safety and effectiveness but also sets a new standard in mosquito repellents.
To support the launch of Goodknight Flash, GCPL has rolled out a compelling TV commercial that highlights the product’s unique benefits. Developed by Lightbox, GCPL’s in-house creative studio, the TVC is a testament to the brand’s commitment to meaningful storytelling. The ad features a heartwarming scenario where parents are putting their newborn to sleep, confident that Goodknight Flash will keep mosquitoes at bay. However, when the electricity suddenly goes out, the parents’ concern grows, only to be reassured as the Goodknight Flash continues to work effectively, ensuring their baby enjoys a safe and undisturbed sleep.
This TVC underscores one of Goodknight Flash’s standout features—its ability to remain effective for up to two hours after a power outage. This addresses a common concern in many Indian households, where power interruptions can lead to increased mosquito activity, putting families at risk. By focusing on this specific scenario, the commercial not only demonstrates the product’s reliability but also provides peace of mind to consumers who are seeking dependable mosquito protection.
Shilpa Suresh, Head of Marketing – Home Care at GCPL, emphasized the importance of safety in mosquito repellents, noting the presence of unregistered and potentially harmful Chinese molecules in many products available in the market. “At Goodknight, our priority has always been to introduce safe and effective solutions against mosquito-borne diseases. The Goodknight Flash liquid vaporiser with Renofluthrin is not just a new product; it is a promise of enhanced protection for families across India,” she said.
Gaurav Kumar, Lead Creative Strategist at Lightbox, shared insights into the creative approach behind the TVC, explaining, “We wanted to address a scenario that is often overlooked—what happens when the power goes out? By highlighting Goodknight Flash’s continued effectiveness during such times, we are offering a practical solution that resonates with the daily experiences of our audience.”
Research conducted by Goodknight reveals that 63% of Indian households prefer liquid vaporisers as their primary line of defense against mosquitoes. With its advanced Renofluthrin formulation, Goodknight Flash not only meets but exceeds consumer expectations, providing a level of protection that is both reliable and innovative.
The launch of this new TVC is more than just a promotional effort; it is a reflection of Goodknight’s ongoing dedication to protecting families from the dangers of mosquito-borne illnesses. By combining cutting-edge science with thoughtful storytelling, Goodknight continues to lead the way in creating safe, effective, and trusted solutions for households across India.