ITV

Tag: Mark Mcdonald

  • Goodknight engage kids to beat the mosquito menace with the adoption of personal repellents

    Goodknight engage kids to beat the mosquito menace with the adoption of personal repellents

    MUMBAI: With the rise of vector-borne diseases like malaria and dengue, especially, during the monsoons, Goodknight, India’s leading kid-safe mosquito repellent brand, has taken the onus upon itself to ensure the safe health of children. Goodknight has conceptualized and rolled out initiatives that aim to make kids aware of the threat posed by mosquitoes and inspire them to be protected wherever they go by adopting personal repellent solutions like patches and roll-on. The brand has identified occasions like Raksha Bandhan and touchpoints like schools across India, to drive these initiatives.  

    On Raksha Bandhan, this year, Goodknight symbolised protection, with a one-of-a-kind Rakhi, under their #GoodknightBondOfProtection campaign, conceptualised by Digitas India. With one small modification – the addition of Goodknight Mosquito Repellent Patches, they turned the Rakhi into not just a symbol, but rather, a shield of protection. #GoodknightBondOfProtection campaign was run in collaboration with Shiksha Foundation, an NGO for underprivileged children. The special Goodknight Rakhi kits were distributed amongst the children assembled, and both siblings were encouraged to tie Rakhi and truly protect each other – thereby fulfilling the promise of protection. Digitas India and Goodknight created a #GoodknightBondOfProtection digital video showcasing kids rejoicing in the festivities of Raksha Bandhan while the personal repellent ensures they are safe and protected. 

    The risk of mosquito-borne diseases commonly peaks during and after the annual monsoon rainfalls. Acknowledging this issue and offering personal repellents like Goodknight Fabric Roll-On as a solution, Goodknight has initiated a nationwide awareness program with 1,000 students of 20 schools in cities like Kolkata and Mumbai. 

    As per a survey by Goodknight, 76% of parents think that children are most vulnerable to vector-borne diseases like dengue. 70% of parents believed that their child was more prone to dengue in their classrooms, but only 28% of mothers believe that their child’s school uses mosquito repellents in the classes.  As the first step towards raising awareness among children to deal with health risks, a team of doctors from Goodknight will visit schools and interact with them. During the awareness sessions, students will be made abreast of various steps to reduce vector infestations at their schools and wherever they are by adopting personal repellents like Goodknight Fabric Roll-On.

    Speaking on the brand’s initiative to make children aware of personal repellent solutions, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd (GCPL), said, “Goodknight is the market leader in the home insecticide space and we are committed to protect happy moments of kids from mosquitoes. With the rise in mosquito-borne diseases, Goodknight wanted to raise awareness about protection against mosquitoes by adopting personal repellent solutions. Schools and occasions like Raksha Bandha, offered the perfect opportunity to do this, in a simple, yet innovative way. Through our initiatives to promote awareness and adoption of personal repellents, we iterate our responsibility to champion the cause of eradicating vector-borne diseases posing a risk to our children.” 

    Commenting on the #GoodknightBondOfProtection campaign, Mark Mcdonald, Head of Creative, Digitas India said, “It’s not often that you get to take a communication thought and turn it into a real brand action. This was one such rare instance. Goodknight has always stood for protecting happy moments, and Raksha Bandhan was the perfect opportunity for us to demonstrate the brand’s protection promise through a simple, yet powerful idea that turned Rakhis into actual shields of protection. Tying up with an NGO ensured that we took the idea to the grassroots and helped the children who needed it the most.”

    As a brand, Goodknight offers some of the best and completely safe personal repellent solutions like Goodknight Mosquito Repellent Patches and Goodknight Fabric Roll-On. Goodknight Patches are the best natural mosquito repellent for kids. Loaded with the goodness of pure natural oils which keep mosquitoes away, these patches can be applied on clothes. Goodknight Patches are available in fun designs which kids love. With eucalyptus and citronella oils, Goodknight Fabric Roll-On is 100% natural active mosquito repellent for kids outdoors. By just applying 4 dots of the non-staining formula on clothes for complete outdoor protection, one can get 8-hour protection from all kinds of mosquitoes. 

  • Digitas India elevates Mark McDonald as head of creative

    Digitas India elevates Mark McDonald as head of creative

    MUMBAI: Digital agency Digitas from the house of Publicis Groupe has elevated Mark McDonald to a national role as head of creative, India.
    Prior to this McDonald was leading the creative team for the agency’s Mumbai office.
    In his new role, McDonald will oversee the creative team and output for Digitas across its offices in India including Mumbai, Delhi, Bengaluru and Ahmedabad.
    He will report to Digitas India executive director Prithviraj Banerjee.
    Digitas India CEO Amaresh Godbole says, “Mark knows how to build and steer a creative team truly equipped for the digital age, with capabilities spanning experience, content and campaigns. Most importantly, he has fostered a creative culture of playing well with data, strategy, media and technology teams, which is absolutely crucial for us as a connected agency offering.”
    Prithviraj Banerjee mentions, “Mark has attracted and nurtured some great talent, and has been at the helm of several award-winning campaigns for our clients as well as big-ticket new business wins. We have an extremely talented team and with Mark’s leadership, we aim to take our countrywide creative offering to the next level.”
    McDonald says, “It’s a huge honour to lead such an incredibly talented team of digitally savvy creatives. Not only are they great people, but they also possess a unique set of skills that span creative, technology, data and media. I know we’ve just scratched the surface of what we can accomplish here, and I look forward to working closely with the teams in taking our creative to the next level.”

  • Nivea takes humorous route to address winter odour

    Nivea takes humorous route to address winter odour

    MUMBAI: The problem of body odour is usually associated with the hot and sweaty months of summer but people are surprised that body odour can strike even if it’s cold outside. 

    In a cluttered deodorants category where all brands talk about superficial fragrances, Nivea is trying to create year-long relevance for the category by driving usage of roll-on deodorants in winters to solve the problem of body odour at its source – the sweat under the sweater.

    The campaign consists of four films that end with a funny twist, triggered by the sudden realisation of the protagonist’s ‘winter odour’. From an everyday cab ride to a reunion party, the films are inspired by all those incidences where body odour tends to make its presence felt.

    Nivea India marketing director Sachin Killawala says, “There is a belief that people sweat only in summers and not so much in winters. Our research shows that this is not true. People wear multiple layers of clothing in winters such as warm inner wear sweaters, jackets etc. due to which they actually sweat quite heavily and that leads to body odour formation. The roll-on campaign is targeted to make the consumers aware of this winter odour caused by the sweat under the sweater.”

    The task with this campaign was two-fold. First, make the audience aware of body odour in winters while also trying to create a single campaign that reached out to both male and female audiences. The key observation that led to the campaign was that body odour tends to be most obvious when one takes off their sweater or jacket. This helped in identifying situations where people were naturally inclined to take off their sweaters, and each film was crafted to bring out this ‘moment of truth’ in a fun way. Keeping in mind the sensibilities of both men and women, humour was the best way to tackle this.

    DigitasLBi India head of creative for Mumbai Mark Mcdonald adds, “Advertising a deodorant in winter is a first-of-its-kind communication for the category and for Nivea deodorants. Given that we are aiming to establish a phenomenon that most don’t think about, we chose to keep the creatives simple yet fun. The situations used were everyday life situations that our TG can relate to, with a funny twist at the end that highlights the problem of body odour, even in winter. The films are done as a series – one winter day – giving us the opportunity to tackle multiple situations where body odour can strike.”

    The slogan – #EndWinterOdour – serves dual purposes, creating awareness for the problem and giving it the scale of a movement spearheaded by Nivea. The films will be followed by a digital amplification plan.