Celebrating the No. 1 family member of India.
Challenge
One of India’s top mosquito repellent brands GoodKnight had hit a new milestone. They were the No. 1 brand in the category in all of India. Celebrations were needed and so was a brand film.
Insight
When a product or a brand is used for decades, it also becomes a permanent fixture in the house. Another way of looking at it is: it becomes the member of the family.
Idea
“India’s Family Member” became our core platform idea. India boasts of millions of different types of families. Culturally, Religiously, Ethnically different. But they all had a common family member. The mosquito repellent from the house of Good Knight. We thanked the families for choosing us to be their family member.
Execution
The brand film showcased dominant family types evident in India also celebrated the diversity that is found across the subcontinent. Done with a tongue-in-cheek humour, the film garnered as much love as the brand had done.
Brand
Good Knight
Campaign
India’s Family Member
Agency
J Walter Thompson
Role
Copywriter