Good Knight Calendar 2018

By J. Walter Thompson India, New Delhi, India

For Godrej Consumer Products Ltd. Brand Good Knight

Highly Commended in category Design & Branding

In subcategory Identity and Branding - Promotional Items

Project Description
Over 65 million people live in the slums of India, which are breeding grounds for mosquitoes. Statistics dictate an increase in the cases of death due to mosquito-borne diseases. Our brief was to change this reality and give people a daily reminder to stay protected.
The budget was restricted and used mainly for the execution, which was undertaken as pilot project in an urban slum to gauge the response and effectiveness. We distributed 25,000 free samples and helped many more people sleep peacefully.
Agency Solution
The Good Knight Calendar is a specially designed tearaway calendar, where each sheet can be burned to act as a mosquito repellent. The inspiration behind this idea came from the fact that a tearaway calendar is used by removing sheets on a day-to-day basis. However, our calendar provided the perfect reason to do it at night and get protection against mosquitoes. Using specially designed sheets impregnated with TFT dots, we incorporated the dates around a mosquito vector to reinforce our brand proposition. And the design elements used became seamless with the existing TFT dots present on each sheet. The calendar was then freely distributed among the desired target group through an on-ground activation.
Campaign Description:
The idea was to create a cost-effective and convenient solution that works as a daily reminder for people to protect themselves. The Good Knight Calendar thus became the first-of-its-kind product innovation which could be placed on any surface and provide year-round protection. This way, Good Knight impacted thousands of families living in the urban slums.
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