BENGALURU: Godrej Consumer Products Limited (GCPL) has launched Good Knight Neem Low Smoke Coil in South India. A campaign including a TVC by JWT in South India has been live for the past month or so. The company says that this latest entrant in the Household Insecticides (HI) category has been infused with visible cues of neem using advanced technology that lends enhanced power of neem to the coil.

GCPL vice president, marketing, home care Ajay Dang said, “As pioneers in the Household Insecticide category for over 30 years, we have been known for our innovative and effective product solutions. With the sudden rise of mosquito infestation cases in the country, it was need of the hour to offer a superior solution to the consumers. We felt the need to bring out an effective product that is easy to use by a large set of homes in India and is available at an attractive price point. The launch of Good knight Neem Low Smoke Coil is a positive step towards that direction.”

“Neem is a natural mosquito repellant and the new coil also has low intensity smoke, which makes the new product more attractive to Indian homes. I am sure our consumers will pay heed to our latest offering and appreciate the efficacy of the new Good knight Neem coil,” he added.

“The Good Knight brand is an important brand for Godrej and is valued at between Rs 1000 to 1100 crore,” informed Dang. With regards to the Neem launch, Dang said, “Depending upon the region, we will supplement the TVC with print and/or ground activation. At present the focus is towards the urban market, but we are also interested in the rural market. We will see how the product is received in the South before going in for a national launch.”

The TVCs have been created in Hindi and about 15 to 16 languages for the regional markets. As of now, the Neem Low Smoke Coil ad is being aired on the main channels in South India as the product is available only in the South.

Madison is handling the media buying duties from Godrej’s Neem Low Smoke Coil.