Ad Campaigns
Goodknight puts an end to coils with new power chip
MUMBAI: Household insecticide brand, Goodknight, has launched its latest innovation ‘Goodknight Power Chip’. Its new television commercial understands the emotions of a mother and her plight to protect her family from the mosquito menace.
The new TVC opens with a kid inviting his friends over to his house to watch a match. However, his friends have decided to go to the kid’s house whose mother has successfully managed to keep her home mosquito free. The first kid wonders what must be the trick to keep mosquitoes at bay, to which his friend responds that his mother has the power of 100 coils. The mother protects her home with the newly launched Goodknight Power Chip. She is delighted to see her son enjoy with his friends. The mother and the kid twirl their fingers in a playful manner depicting the power of 100 coils.
Godrej Consumer Products CEO of India and SAARC Sunil Kataria says, “We are very excited about the new launch. Goodknight Power Chip is the new entrant to the Goodknight family. Brand Goodknight has always understood mothers and their struggle to protect their families from the mosquito menace and has always offered an effective solution to address their concerns. The new ad film has captured this emotion aptly.”
J Walter Thompson South Asia JWT CEO Tarun Rai adds, “Power Chip is a breakthrough innovation created for the semi-urban and rural consumers. Our biggest challenge was to build format relevance for these consumers by upgrading them from the burning formats (coil) to an electric format. Coil is a benchmark of efficacy for these consumers. We strategically referenced coils to establish our new product superiority with the claim of ‘Power of 100 coils’. The communication is created to match the sensibilities of our target group and is delivered through an endearing banter between the kids and acknowledging the Goodknight mom.”
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.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
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.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
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.
