October 7, 2013: In a country where 56 per cent of the population do not use mosquito repellents what will you do as a company which is into manufacturing mosquito repellents. The answer would be to change the consumer behaviour and come out with innovative mosquito repellents so that these people also start buying. This is precisely what Godrej Consumer Products is trying to do by launching ‘Good Knight Fast Card’, a paper based mosquito repellent.
The highlight of this innovative product is that the strip which approximately takes only three minutes to burn keeps the mosquitoes away for four hours as claimed by Godrej. This smoke free mosquito repellent does not require electricity 
and this would be the key differentiator of ‘Good Knight Fast Card’ from mosquito repellents which are available as coils and liquid vaporisers.
Speaking about the launch of Good Knight Fast Card in India, Nisaba Godrej, ED, Godrej Consumer Products was quoted as saying “56 per cent of the population in our country does not use mosquito repellents. We felt that there is a need for a solution that is effective, easy to use, and at a price point that is attractive to the masses. Simple, innovative and economical, this format promises to change the way Indians look at mosquito repellants. All one needs to do here is fold, light, and blow out for instant protection.”
The product has already been launched in Indonesia under the brand Hit and it will be launched in India in couple of week’s time. The product would be available at a price of Rs.10 for 10 strips. Godrej would be launching a 360 degree marketing campaign for Good Knight Fast Card and would be targeting both urban and rural areas in the insecticides category. The campaign which would be launched from mid of October is done by JWT.
