Ad Campaigns
Goodknight’s campaign dads champion children’s peaceful sleep
Mumbai: Goodknight, a household insecticide brand from the house of Godrej Consumer Products Limited (GCPL), has introduced a TVC campaign featuring Goodknight liquid which showcases the bond between a father and child and the importance of uninterrupted and peaceful sleep for an infant. Through this film, Goodknight aims to encourage young fathers and mothers to protect their baby’s slumber time from dangerous mosquitoes. Light Box, the creative powerhouse within Godrej Consumer Products, came up with the concept for this campaign.
While mothers are often seen as the primary caregivers, fathers are often stereotyped as being less involved in their children’s upbringing. Using this insight, Goodknight employs fathers as creative device and acknowledge their efforts in ensuring a child’s peaceful sleep. The campaign is trying to break this notion and positively acknowledges the commitment of fathers. Be it a child’s sleep and overall parental duties, fathers step up to deliver it with dedication. The campaign highlights how Goodknight Liquid partners with both fathers and mothers to deliver completely safe and the most effective protection against mosquitoes for their children.
The TVC released as part of the campaign stars actor Zeeshan Ayyub as a father to a newborn. It begins with him rushing home from a busy office meeting, anxious to reach his front door. Upon arrival, his face shows disappointment for being late as his baby slept. It’s revealed his urgency was to wish his newborn goodnight. Concerned for uninterrupted sleep, he activates a Goodknight vapouriser, symbolizing his love. Seeing his disappointment, his wife points to the Goodknight liquid, indicating he already said goodnight. The TVC ends with the parents admiring the baby sleeping peacefully, conveying the message – all fathers are perfect, even if they can’t always say goodnight.
Godrej Consumer Products Ltd (GCPL) AVP & category head – home care Shekhar Saurabh said, “Goodnight is India’s leading household insecticide brand trusted by families across the country. We are part of many Indian households ensuring safe and effective protection against mosquitoes. The TVC campaign emphasizes the critical role of uninterrupted sleep in an infant’s overall health and well-being, underscoring how even a lone mosquito can disrupt it. We are further committed to raising awareness among parents and equipping them with effective solutions to safeguard their child’s sleep.”
“Light Box, which is GCPL’s in-house creative studio, brings this unique campaign of Goodnight as parenting becomes a dual role. It’s time we acknowledge the shift where both mothers and fathers are contributing to the well-being of their children. Today, fathers enthusiastically embrace this new phase of life, demonstrating greater involvement than ever in nurturing their little ones.
The campaign has the right messaging and interesting real-life insights, curated together through a seamless partnership between Goodknight and Light Box”, added Godrej Consumer Products Limited (GCPL) AVP – brand equity Chirag Aga.
Commenting on the campaign’s theme, actor Zeeshan Ayyub remarked, “Fatherhood is about more than just being there. It’s about being present, even when you’re not. It is time to dispel the stereotype that fathers do not care about their children or that they are too busy to be involved in their lives. As a father myself, I understand the importance of making small efforts for my kid. For example, I make sure to read my daughter a bedtime story whenever I am in town. I may not be able to do ten things, but I will try my best to do at least those critical six tasks. It is a privilege to be associated with a trusted brand like Goodknight, whose campaign represents the countless trying dads like me out there, exemplifying the spirit of love and dedication.”
Goodknight’s latest campaign thought resonates with the evolving role of fathers, celebrating their unconditional love and their enduring efforts to be there, even when they can’t physically be present.
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.
