Ad Campaigns
Goodknight engage kids to beat the mosquito menace with the adoption of personal repellents
MUMBAI: With the rise of vector-borne diseases like malaria and dengue, especially, during the monsoons, Goodknight, India’s leading kid-safe mosquito repellent brand, has taken the onus upon itself to ensure the safe health of children. Goodknight has conceptualized and rolled out initiatives that aim to make kids aware of the threat posed by mosquitoes and inspire them to be protected wherever they go by adopting personal repellent solutions like patches and roll-on. The brand has identified occasions like Raksha Bandhan and touchpoints like schools across India, to drive these initiatives.
On Raksha Bandhan, this year, Goodknight symbolised protection, with a one-of-a-kind Rakhi, under their #GoodknightBondOfProtection campaign, conceptualised by Digitas India. With one small modification – the addition of Goodknight Mosquito Repellent Patches, they turned the Rakhi into not just a symbol, but rather, a shield of protection. #GoodknightBondOfProtection campaign was run in collaboration with Shiksha Foundation, an NGO for underprivileged children. The special Goodknight Rakhi kits were distributed amongst the children assembled, and both siblings were encouraged to tie Rakhi and truly protect each other – thereby fulfilling the promise of protection. Digitas India and Goodknight created a #GoodknightBondOfProtection digital video showcasing kids rejoicing in the festivities of Raksha Bandhan while the personal repellent ensures they are safe and protected.
The risk of mosquito-borne diseases commonly peaks during and after the annual monsoon rainfalls. Acknowledging this issue and offering personal repellents like Goodknight Fabric Roll-On as a solution, Goodknight has initiated a nationwide awareness program with 1,000 students of 20 schools in cities like Kolkata and Mumbai.
As per a survey by Goodknight, 76% of parents think that children are most vulnerable to vector-borne diseases like dengue. 70% of parents believed that their child was more prone to dengue in their classrooms, but only 28% of mothers believe that their child’s school uses mosquito repellents in the classes. As the first step towards raising awareness among children to deal with health risks, a team of doctors from Goodknight will visit schools and interact with them. During the awareness sessions, students will be made abreast of various steps to reduce vector infestations at their schools and wherever they are by adopting personal repellents like Goodknight Fabric Roll-On.
Speaking on the brand’s initiative to make children aware of personal repellent solutions, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd (GCPL), said, “Goodknight is the market leader in the home insecticide space and we are committed to protect happy moments of kids from mosquitoes. With the rise in mosquito-borne diseases, Goodknight wanted to raise awareness about protection against mosquitoes by adopting personal repellent solutions. Schools and occasions like Raksha Bandha, offered the perfect opportunity to do this, in a simple, yet innovative way. Through our initiatives to promote awareness and adoption of personal repellents, we iterate our responsibility to champion the cause of eradicating vector-borne diseases posing a risk to our children.”
Commenting on the #GoodknightBondOfProtection campaign, Mark Mcdonald, Head of Creative, Digitas India said, “It’s not often that you get to take a communication thought and turn it into a real brand action. This was one such rare instance. Goodknight has always stood for protecting happy moments, and Raksha Bandhan was the perfect opportunity for us to demonstrate the brand’s protection promise through a simple, yet powerful idea that turned Rakhis into actual shields of protection. Tying up with an NGO ensured that we took the idea to the grassroots and helped the children who needed it the most.”
As a brand, Goodknight offers some of the best and completely safe personal repellent solutions like Goodknight Mosquito Repellent Patches and Goodknight Fabric Roll-On. Goodknight Patches are the best natural mosquito repellent for kids. Loaded with the goodness of pure natural oils which keep mosquitoes away, these patches can be applied on clothes. Goodknight Patches are available in fun designs which kids love. With eucalyptus and citronella oils, Goodknight Fabric Roll-On is 100% natural active mosquito repellent for kids outdoors. By just applying 4 dots of the non-staining formula on clothes for complete outdoor protection, one can get 8-hour protection from all kinds of mosquitoes.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
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Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
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Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
