Goodknight launches ‘Rakshak Ki Rakhi’ for frontline heroes

10 Aug,2020

By A Correspondent


Goodknight, the mosquito repellent brand, took on an initiative to protect frontline heroes in the battle against Covid-19. Conceptualised by Digitas India, ‘Rakshak Ki Rakhi’ was a special rakhi made by kids with Goodknight Patches that offered active protection from mosquitoes.


Commenting about the initiative, Mark Mcdonald, Executive Vice President and Head of Creative, Digitas India said:  “Our frontline heroes have been out there protecting us day in and day out. When we realized the added risks the monsoon poses to them, in the form of mosquito-borne diseases, we wanted to do our part to protect them. That was the genesis of the idea and the Rakhi – one of the most powerful symbols of protection – was the perfect way to do it. It’s a lovely initiative that’s true to brand GoodKnight’s ethos, and uses the product in a unique way. Needless to say, it’s extremely gratifying to play a small part in protecting the heroes who’re out there protecting us.”


Speaking about the initiative, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Limited (GCPL), said: “We salute the unwavering spirit of the front-line workers to serve the country during these testing times. As these warriors ensure people are protected and cared for, we thought of doing our bit by protecting them from mosquitoes. We did this on Raksha Bandhan, an annual ceremony symbolising the bond of protection, and effectively used Goodknight mosquito repellent patches. We reached out to doctors, policemen, and healthcare workers with a one-of-a-kind ‘Rakshak Ki Rakhi’ featuring Goodknight patches along with a special message extending our appreciation and gratitude.”



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