Godrej Presents a Breakthrough Innovation - Good knight Fast Card

03 October 2013

Godrej Presents a Breakthrough Innovation - Good knight Fast CardTM

- INSTANT ACTION, EASY TO USE SOLUTION AT 1 RUPEE
- A SMALL SOLUTION TO A BIG PROBLEM

October-03-2013, Mumbai: Godrej Consumer Products Limited (GCPL), India’s leading FMCG Company, today announced the launch of Good knight Fast Card.

In a country where 95% of the population lives in malaria prone areas, only 44% households use a mosquito repellent solution. Good knight Fast Card will make ‘effective protection from mosquitoes’ accessible to millions of Indian homes that do not use any solution currently.

Godrej is a dominant leader in the ~3600 Cr. household insecticide market, with brands like Good knight & HIT leading the market across all the major formats - Coils, Liquid Vaporizer and Aerosols.

With nearly 30 years of expertise in the category, Good knight has introduced Good knight Fast CardTM - a first of its kind mosquito repellant format in the country, which will appeal to the consumers due to its instant effect, ease of use and an attractive price.

The highlight of Good knight Fast Card TM is that it burns for just three minutes but is effective against mosquitoes for nearly four hours. It consumes no electricity and is easy to use, which makes it different from all other repellents in the market. The product has been priced at Rs. 10 for a booklet of 10 cards, which means Rs. 1 per card.

Announcing the launch of Good knight Fast Card TM, Nisaba Godrej, Executive Director, Godrej Consumer Products Ltd. said, “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.”
 

Speaking on the launch, Sunil Kataria, Chief Operating Officer, Sales, Marketing and SAARC, Godrej Consumer Products Ltd. said, “Good knight Fast Card , is a format that has been launched for the first time in India. It is an easy to use product with unique features such as instant efficacy, high affordability and most importantly does not need any electricity. In current times when the country is faced with a high risk of vector borne diseases viz. Malaria and Dengue, Good knight Fast Card is an effective solution and we aim to take it across our rural and urban landscape. I am confident that this innovation will thrill India’s vast populace.”

Addressing the need to reduce the occurrence of malaria and dengue in the country, Good knight Fast Card TM has been designed to be the most effective and accessible solution in the category. Good knight Fast Card advertising has been launched with an engaging campaign with a tagline “Fattack se furrr” demonstrating its instant effect.