GCPL's Sudhir Sitapati Seeks Public Input On Which GoodKnight Commercial To Broadcast

By requesting feedback from the public on their most recent GoodKnight commercial, Godrej Consumer Products (GCPL) is setting a very high standard for innovative advertising.

CEO Sudhir Sitapati has commented on LinkedIn that the company is considering two different creative routes for their main product, the GoodKnight Liquid Vapouriser, which is now strengthened with the unique chemical Renoflutheric (RNF).

Expert scientists Venkateswara Rao Yadlapalli and Dr. Reena Bibals created this chemical, which they claim would be twice as effective as the traditional Transflutherin (TFT) used in comparable products.

The team characterises this noteworthy enhancement as a "once-in-a-decade" invention that has the potential to establish new standards for the pest control sector.

The marketing plan emphasises the product's special feature, which is that it "Works for two hours even after it is switched off." The in-house creative lab of GCPL, Lightbox, was led by Gaurav Kumar to suggest a meta-ad subject called "What happens when the lights go off," which included an advertisement inside another advertisement.

Renowned director Vinil Mathew has made two versions of the advertisement to bring the ideas to life. There are concerns over the first film's consistency with the product's serious innovation promise because of its light-hearted and irreverent tone. The second movie takes a direct approach, outlining the advantages of the product in detail.

Sitapati has been interacting with customers directly on social media by asking for their opinions on which advertisement best supports the product and ought to air in the end.