Goodknight urges families to ‘Stay Home, Stay Protected’
With the extended lockdown due to increase in coronavirus positive cases, Goodknight, encourages people to stay at home with their families and be protected through a new brand campaign. As part of this, Goodknight has unveiled a film featuring crowdsourced shots of Godrej Consumer Products employees along with their families. This film conceptualized by Wunderman Thompson and created in a time of just 5 days, will be promoted on television and digital platforms.
Be it health, movies, food, each family have its own interests and activities that defines them and brings them together. Goodknight asked employees to send videos of their family with a cool one-line description of what define their families. Goodknight is all about protecting the happy moments of the family. Although the current pandemic requires us to stay at home, it is a time that brings together families too. Such moments need to be cherished positively.
Commenting on the new brand campaign, Sunil Kataria CEO – India & SAARC, Godrej Consumer Products Limited (GCPL) said, “We understand that these are testing times for the country and as a brand stands for securing happy moments of families, Goodknight aims at spreading the message of safety and togetherness. We are delighted with the response we got from the crowdsourced initiative for creating a film with actual families. This highlights the resilient spirit of ours to fight against the pandemic. Goodknight urges people to stay indoors and spend these moments with their families in a meaningful way, as this will help us to emerge stronger from the current situation.”
Commenting on the new film, Steve Priya, VP & Executive Creative Director, Wunderman Thompson, said, “Goodknight, a brand synonymous with protection wanted to tell Families all across India to be a bit more patient and continue to stay safe and protected at home. But this time, we decided to not just cast one family. A Casting Call was shared with the employees of Godrej Consumer Products Ltd and Wunderman Thompson. The result is a truly homemade commercial that launched close to a 100 first time actors and cameramen!”