Good Knight Naturals launches OOH campaign

The new OOH-led campaign for Good Knight Naturals, in a witty way, tries to communicate that there are easier ways to protect oneself from mosquitoes rather than full-body wraps.

Good Knight Naturals, the mosquito repellent cream from Godrej Sara Lee that was launched in August 2009, has rolled out a new 'awareness' campaign across platforms such as outdoor, radio, print, web and on-ground.

The ads, conceptualised and created by JWT, show people trying to protect themselves with strange body wraps like full-body plastic wraps, net wraps and cardboard boxes. The copy reads, "There's a simpler way to protect yourself from mosquitoes."

The campaign stems from the fact that compared to in-home mosquito repellents such as coils and mats, the personal application category is highly underpenetrated, even in metros where occasions for use are high. The task that Good Knight has set with the launch of Good Knight Naturals is to create new consumers for the category and expand the personal application segment.

Kapil Dev Pillai, category head, household insecticides, Godrej Household Products, says, "While Good Knight mosquito repellent cream gives great protection from mosquitoes in any situation, our belief is that it brings greatest value to consumers in outdoor usage, where no other realistic solution exists. Our communication idea actually amplifies the fact that till now, if one wanted outdoor protection from mosquitoes, one needed to go to complete extremes. Thus, in a humorous way, the ads try to highlight the fact that fear of mosquitoes can compel you to take bizarre measures outdoors. However, in reality, the solution is easier."

Concern for mosquitoes outdoor is highest at the outset of this season, hence the decision to launch the campaign at this point of time. The campaign is a three month long one that started in October and will go on till December.

The outdoor campaign is currently running in Mumbai and is being handled by Pioneer Publicity. The campaign employs full bus wraps, train wraps, hoardings and Meru Cab branding. A cut-out hoarding was also created. All other media planning and buying is being handled by Madison Media.

Pillai shares that the household insecticides market in India is valued at Rs 2,300 crore, with liquid insecticides amounting to about Rs 625 crore, mats at Rs 55 crore and creams, Rs 54 crore; while the remaining consists of coils and aerosols, which is almost Rs 1000 crore.

Good Knight commands a share of 25.5 per cent in the household insecticides category (source: AC Nielsen Retail Audit, Month: Sept 2010).