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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
