 I would like all of you to please join me in welcoming Mr. Sunil Kataria, CEO India and Sark, Godrej Consumer Products Ltd., who will tell us the journey of goodnight. First of all, thank you and Ragh and exchange for media team for having me over for this conversation with all of you. And thank you all of you for making it in this crazy traffic jam. It took me more than an hour while I thought I'll take 35 minutes for something nearby and I think I'm roughly around 25 to 30 minutes and this is a long journey. I can't cover three decades of goodnight brand journey in 30 minutes. No amount of technology can help me do that. Okay, so what I'll do is I'll take snippets out of it. I've tried to carve this into some very broad macro buckets and I've tried to pick up some very big themes that have crafted this brand because I think while there's obviously huge amount of technology which is disrupting us and I'm true believer of the fact that we are living in transformational times, while that seems a very cliched word, but I know the struggle that the CEO I'm facing in navigating the business in such truly crazy times, but at the same time I can tell you while these technologies obviously making us unlearn so much in terms of the way consumers interact with the brands, in the way consumers consume media, in the way they consume content, everything is changing. But I believe in any such book or times, while that's a different topic as to how to navigate your the organization during that time, there's certain things will not change and I think that's the part which I'm going to talk about some basic principles of marketing and branding which will remain strong, which in fact need to be, you know, over invested in and obviously how they get executed, how they interface with the brand, with consumers, all that is going to change. Technology is dictating that, but there are some principles, some pillars which I think remain the same and actually that consistency to my message is that consistency is going to be the most important one. So let me straight away jump into this, make 30 minutes or so, three decades of happiness is what I'm calling this whole journey. So before I just maybe two three minutes on this category, the household insecticide category, but this is it so that you can get an idea of some constraints and some, you know, challenges of this category. First of all, this is very interesting data. Mosquitoes have killed more people than all walls combined. Since 1400 AD, the history is tracked in. So this is the biggest killer, not coronavirus, not the wars which have been fought and we hear so much of wars happening all over, but this is a very interesting fact that this is one, you know, living thing in the world, which is one of the biggest killers and it crossed the world. Some countries have conquered it, some countries have obviously eliminated it. Elimation is very difficult right now, but yeah, some have really, I think they can charge and some which are really struggling. It's this category roughly a $900 million category that's one size you need to be aware of the rest of the material. And the last fact is in India, roughly the penetration of this category is around 60% which is an urban around 75 and in rural roughly around 40. So there is still a headroom to grow in this category after three years of, three decades of work in primarily rural and little bit in urban as well. But yeah, that's it. But at the same time as market years, you know what does penetration mean? It is one product, one consumption in a year which hardly has any meaning, you know, we are on a point. So let me just sum to a good night's journey. Before I start, I think this is something I don't want to give you too much of gyan on this. This is all you know, but I want to reinforce this. As I said, in this changing world, three things which I think define great brands. And I think even after 30 years from now, which will continue to define great brands, I think are three principles. There are mode of execution, there are mode of transference may change. But these principles I think are going to be more true than ever. So first and foremost is the brand which will succeed will have to have deep consumer connect. Obviously the way of connecting will different, you know, which is building brand love and engagement. Second, I think what we call which is true of this brand. I am talking to talk to you all these three pieces of good night really. Today, my whole talk about these three pieces of this brand is navigated itself. Great brands have one lighthouse identity. They stray true to one essence. Obviously, over 30 years that essence evolves. It cannot remain constant, it cannot remain, you know, static. But yeah, it has to evolve, but it can't suddenly deviate too much. Unless until you are realizing certain fundamentals of your brand codes or maybe if you have fundamentally gone wrong in your essence itself, then you change it. But once you think you have arrived at a place where you want to be, you straight to that and you evolve it with times. And the last piece is which I think is very, very critical. And this is a piece which is changing the most I think in today's digital world where online brands are breaking a lot of barriers which exist in conventional CPG world is in fact one word I should have put it here is relentless innovation focus. And this is an important piece which I tell my teams, you know, that many times in marketing when we join, when we started marketing and all sales and all of a sudden consumer is king. Consumer connected the most important which I agree. But you know, there's one piece which an innovation we have to realize. And this is something which is another favorite topic of mine on how we do researches and how do we try to pick consumer insights, you need to listen to your consumer. But consumers can never ever drive your innovation journey. Because consumers can never think the future. Consumers can also tell you about what they feel today. Right? That's it. So listen to consumers, but great brands have to think ahead of consumers only then will great innovation happen. So that I think is a very important distinction which great brand do. You can't tell let consumer tell you what product they want. They will never be able to tell you what product they want. And the fact is this consistency is becoming more and more important. So now the good night journey, I was trying to see how this phase can be split. I've broadly split into three. Obviously, in retrospect, it looks nice to put it. But when I see broad themes which emerged in this brand's journey over here, I would put into three decades. The first decade is 1980 to 1984 when this brand took shape about the first decade of 84 to 94 when it was a niche entrant. This brand when it started playing a true category disruptor role, the second decade of 95 to 2006. And the 2000 onward, which is more than a decade now, is the brand when it started, it became a leader. It became an omnileader. And I explained that and it became a category creator. One thing, trusting pieces. This is the phase when this brand, the first one, when 84 to 94, it happened. This brand actually was never, it was not a Godrej brand. It was a brand which was launched by a company called Transcycle Electra, which launched electric formats. I'll tell you that journey a little bit quickly. And in 94, this brand got acquired by Godrej. In fact, we today celebrate 25 years of good night exactly in 2019 of it being part of the Godrej portfolio. So the last two decades, 25 years has been the Godrej journey, which obviously is, but I can tell you some of these pillars with full, I think, credit to the teams which actually gave birth to it. And we know some of those people, I know personally, who created this brand. I think there were some pillars, while they may not been true marketeers, conventional MBAs, but I guess some of the pillars they crafted very clearly in their mind. I think obviously as it came to Godrej, it took a very different size, shape, momentum, but I think those pillars by and large, we've been true to that. So the first one, in fact, interestingly, we see the Godrej logo has evolved over the period of time. All the three decades, it's a different logo. It's changed. Okay. So this one. So I'll just now talk about each of the three things in a very clear three slides. And then what I'm going to do is, I think the best journey can be communicated through the communication. I would love a lot of ads and I'll see how many I can show you, which really define what worked. Obviously this doesn't explain the full story. I think what I'm doing is I'm picking up some epic ads, which I think define, which communicate to this audience here. What are the direction the brand took and how it came alive in terms of its innovation, in terms of how it connects, in terms of its essence with consumers. Obviously there are many other things which happened in between. Many, many innovations have happened. Many, you know, micro segmentation initiatives have happened, which obviously cannot be covered right now. So the first piece is the three pillars. In the first decade, the deep consumer connect, the category inside at that time was in 84 to 94. This country was never bothered about vector bond diseases. We didn't notice dengue in this country. Chicken gania was never heard of, right? And even sensitivity at that time, this was almost a pre-liberalization period, you know. We didn't have any color televisions. It was more a subsistence kind of, a sustenance kind of economy, right? And by and large, people were more bothered and mosquitoes were seen as irritants, who spoil sleep. It is never about diseases. There was no fear or anxiety around mosquitoes. It was by and large a nuisance value. And that's the category in set which, and by that, there was these tortoise coils and all those you may have heard of. I don't know many of you heard. There was Kachuachap coil. I guess all those were there. India also used to be hell of a lot of unbranded at that time. People would move around this, you know, this neem leaves, tulsi leaves in their homes, and they just burn that and smoke itself will drive away mosquitoes. That was a by-large the country, the way it used to happen. Or they will just simply shut the windows in the night. And that's what happened, right? So there's a category inside which this company, Trans-Electra, when they gave birth to this band, they picked up. And there was one thing which was happening. There were a couple of other brands which had come in, which were the tortoise or other brands. All brands were doing one thing. And this is the lighthouse identity of good night you will see has remained constant throughout the decades that all brands were talking about killing mosquitoes. And that was very clear. And if you see even today, that's a code of most of the brands in this category. Good night right at the beginning built a connected the consumer level. They said, okay, instead of talking killing mosquitoes, we'll talk about giving a good night sleep. In fact, I think this brand name itself is brilliantly crafted with the way the night has two meanings, protection as well as night sleep. So I think that's the big shift this brand started with. And that, I think, is the big first connect that you see, which came about. This gave birth to the lighthouse identity. Unlike competition, good night of the brand, and you can go back and check even today, all the advertising of all players in this category, they focus on the harshness and the efficacy of the product. The harshness of the cat issue and the efficacy of the product. It's all about me versus mosquitoes. And how I can kill them. This brand decided to focus only on one way area of cult. We are about caring and protection of the family. And the second essence which took shape is that product innovator to this country would be good night. And I think this is a lighthouse identity. These two pillars which have remained constant across three decades. The first decade led to this company, this brand started with India's first electric mat solution in this country. India had never seen an electric solution. I don't know how many of you in your time would have stayed in hostels and burned those mats even with, you know, the burnings from machines, you know. So the first electrical solution to this country was in the form of mat which was the birth of good night the brand. So that happened in 84. And then if the six years it created another electric solution called liquid. So this decade was the electrical solutions here with which this company came to be known. And this was also called a trans-electro as a company. You know, instantly one thing I would tell you why I'm going to talk a lot about innovation focus of this brand. There is one big regulatory challenge with this category faces. We are all marketeers who turn around innovation cycles in six months, 10 months, 12 months. All regulatory, all insecticide production in this country are regulated because they have actives inside it. And those actives are made by two big companies in the world. One is Bayer and one is Sumitomo. They are the ones who create molecules which can repel or kill mosquitoes. Those are not actually in our hands. They are global researchers which are done by these large companies. So A, you are dependent on the molecules which are being evolved globally by these two international companies. Secondly, once those and those molecules will take five, five years to evolve, you know. And you depend on their global billions of dollars researchers. Once those molecules are even ready and this is an important piece to say how a brand can come up with innovation in this. Then the work of the companies which are insecticide companies takes over that how do you your R&D picks up those molecules, convert them into actives and mediums and products based on hell of a lot of R&D work and testing which happens. Now once your own R&Ds have created this product over two years, in India there is a board called insecticide board of India which is under the Ministry of Agriculture because these molecules have to be safe to be used 100 percent safe. And as I come like Godrej, we obviously are huge amount of trust. We don't let anything go which is not clear. The CIB or the insecticide board of India their own testing of each product that we supply to them and that testing takes anywhere between two to three years. They have a whole committees which keep on asking you for this data, that data on multiple stages they can reject things. So anyway, a product in this category if you're really wanting to be a true innovator is at least a four year to five year game. You can crunch it to three by being very agile and this is after the molecules have been there globally. And how do you convert those molecules? So that's the one challenge. It's not, you know, we are also into soaps. We're also into personal care. Those are much simpler innovation cycles. This is a very different advantage also of this. Once you have created a disruptor, you also have an entry barrier that somebody else before they copy you easily, you will get at least a 18 month to 20 month lead time. So these two formats happened in that decade. I was trying to dig out dates, one I didn't work. So I'll show you one very old ad of the electric format. Suresh Oberoi was the guy they were used at the time. Vivek Oberoi's father. So this is what I think. No films, no ash, no cream, no mosquitoes either, for hairs. Good night, good night, good night. Good night, so easy to use. Insert a good night mat, plug in and switch on. Freedom from mosquitoes. Sweet dreams and good night folks. Sweet dreams and good night folks. Good night folks. Did you notice one thing in this ad which we don't do today actually? It was an ad in English, right? Because this is such a premium product at that time, in the 84 of India, that people were buying large into coils or burnings. It was a very premium product. So the advertising was in English and it went only in very, very niche channels, et cetera, you know. So there was a very neat thing which I was obviously not there, I mean, that's what I related to. This is the English advertising at that time which happened, you know. Then obviously I do not have the advertising, the liquidator right now. So I'll skip that. Then, this is a bit, so basically if I were to define, I think this is the summary of the first decade broadly, as an entrant. Your premium niche entrant, there are a mass of coils all around these, you know, and some of the unregulated products, some of them didn't even have actives, you know. Do you know this tortoise kachochop coil? Actually had no active into it. It was, it was repelling mosquitoes only by smoke. That's it. It had no active. The first product which came with active was this electrical mat. You know, it didn't have actives. These companies didn't have, you know, money to do such expensive R&D and research, you know. So these two big innovations happened on the electrical side. The premium end, the light of identity got created and these two themes you will see are consistent, care protection for the family, not about harshness and product innovation. And obviously this was the, this thing. Now quickly I'll move to the second one because this gets interesting and the more work I want to show you quickly. This decade I think truly made good night what it is today. This is a defining decade. I would say if I reflect back when Godrej took over this brand, it had the might of Godrej, the resources of Godrej and they looked at his brand pretty differently. This is when it started disrupting the category. Or, thank you, okay, what will I do? There were obviously a couple of other innovations that happened in this category. By the time Godrej took over, it said now I want to take over. There's a brand which had happened in between, which had done one disruption, which Godrej actually had missed out, was all out. With a brand at that time by a company called Karamchant. It did not exist, it was a brand called Karamchant. And they tied up with some Japanese company and they had come up with this, I don't know how much you remember this ad, this machine eating mosquitoes, you know. So it's all about killing mosquitoes, you know. So then Godrej took this brand. The one category inside in this decade which evolved and brought in a decade which mega insight which changed in the category. Consumers started feeling that mosquitoes are becoming stubborn and tougher. And now they're becoming immune to whatever I do a little bit. That, you know, things that we started picking up in this decade. Secondly, the consumer anxiety started moving ever from nuisance and irritation towards diseases. India started seeing advent of malaria. Malaria became pretty big towards the beginning of 2000s, and it's still pretty big in this country, even after 20 years, you know. So that whole shift while sleep was important, the genesis of disease, which can be called mosquitoes started becoming bigger and people started feeling mosquitoes are becoming that evolving. So then the brand which picked up in this whole thing, then one connect changed on this shift evolved, haven't. Godrej decided to portray mosquitoes and tougher and bigger and hot here, as we call hot here mosquitoes. And hence, how do we give, there was a greater need to protect the family against them. But protection of family remained the core and all innovation got focused on this. So Godrej to the brand stayed true to care and protection. That just never changed. This is the lighthouse identity of this brand. But the focus started shifting from pure sleep to assured protection against heavier mosquito infestations, because that was a big category shift which was happening. And secondly, the brand decided that, okay, I would not be a niche electrical premium player. There are many parts of this country which require protection. We're gonna be a mega brand. So it started doing product innovation across formats to drive category, penetration. In the format which existed, so coils existed, this brand was never present in coils. The band on one challenge, how do I disrupt electricals further because there's another innovation which had happened. But that innovation had not taken this insight of mosquitoes are evolving. In this decade, two big bang innovation happened which just changed the fortunes of this brand. One was, Goodnight came in 1998 with something called a maha jumbo coil. This is the first foray of Goodnight into a mass side of the segment called coils. And the inside there was, which I'm gonna show you that that consumers fight in coils that, okay, most coils were at that time small coil that they don't last more than four, five hours. Well, mosquitoes stay from six in the night to in the evening till six in the morning or at least four, five in the morning, you know. So the challenge was how can we create a coil which gives you a all night protection. And that was the time when this whole world came up, Goodnight maha jumbo coil, India's first full night protection coil came. And the second big innovation, this really made Goodnight into a different kind of a leader is the big, big R and D work which happened is an infestational led control with consumers dual moister mode system happened. Where the insight was that consumers came with the big insight, one of this night. The other was, okay, these electrical machines are there, but there are many times mosquitoes suddenly come in of hoards. Sometimes they go, they are not in big hoards. Why should my machine be all functioning the same mode? It's not effective all the time. I want more efficacy. I want left that we should be in my control. It all, there are also a wastage angle in their mind. Then the challenge was how can we give control efficacy to consumers? And that led to the birth of this product called dual mode active system, which exists till existed with us till a month back. And that's the last journey I'll tell you. We have killed this product last month ourselves. It's a 1200 code product, which has a marketing history, we're taking a call of getting it out of the market. That's a different, maybe I'll talk about the last. And this propelled GK to a market leadership, these two innovations. So quickly, I'll just run you through the, maybe two communications. One thing you should see in this communication, the connect of good night remains very constant. And then the first time this brand used, you know, okay, I don't have, okay. Can you play this side? This one? See, there's an add to this. Yeah. Hey, close the door. At this time there's a mosquito. At this time, there's a chandelier. Hey, put the mosquito in. Hey, the machine is on. The problem is not the children, it's the machine. When there's more mosquitoes, then you need a good night advanced. A single system in which there is an active switch, and its lightning power is more than mosquitoes, even though it keeps opening the door of the window. This is made of a doorkeeper, too. Stopping only on mosquitoes, not on children, good night advanced. Actually, this is the only time in society history, just one campaign has happened. And you never use a celebrity after that. And there's a reason after that. We will not, we will never use a celebrity till now. Okay. This is the launch campaign of that double Wustra Active Plus system. The first year, it, actually we tell you, it honestly didn't do very well. It was very surprising for everybody. Why didn't do well? And then we find, we need to change that. We need to go back to that caring, protection, connect maybe a bit more, because we're true to that. That's what we are as a brand about, right? So this is the second decade. When two big innovations happened, the first one had fully panned out, the Mahajambu Coil, which gave good night of foot holding to the mass segment, apart from the premium electric segment. And the second one where it started, it came into one of the best innovations this country has ever seen, or maybe the world has seen a double booster system, which has got copied globally by every MNC, the Active Plus system. So this is the summary, two big innovations in that nine years, shifting from sleep to protecting family against mosquitoes, product innovation across mass and premium both. And the last two is obviously, this whole insight of mosquitoes evolving, and we need to respond to that. Coming quickly to the last decade of 10, 12 years, this is the year when good night A became market leader. It became market leader across every single format of this country. It became an omnileader that it forwarded into all formats, and more than forwarding into formats, good night as a brand, riding its connect, riding the identity and riding its innovation. Created creating formats for this category, more and more. Many new vectors got blown up, and this is a very different decade, where we are today. The connect, two big insights in this last 10 years, which emerged. There's a huge boom of vector bond diseases this country has seen. This is a decade when chicken, guinea, dengue, malaria all have taken center stage. We hear of even celebrities dying of dengue. It all became clear dengue has not got to do only with poor, even the rich can fatal for anybody. It's got to do with maybe the climate of a country, it's got to do with the civil sense of this country, it's got to do with the hygiene of the country. So this is a real serious threat. Led to huge anxiety in mothers, and anxiety primarily from one vulnerability every mom has gets. Second thing, which one very interesting emotional insight which this brand picked up, is that while there's anxiety happening, moms also see themselves as a very big harbinger and playing a very big role of being creator and protector of happy moments of the family. Those precious moments when family comes together is very important for the mom. And they said this moment belongs to me. I'm supposed to protect this. And a mosquitoes can actually destroy that moment, right? That's a very big emotional space which emerged. So there are two large criteria context which came. The brand decided to take it in forward in three ways. And this is when brand became truly a thought leader. There's a decade of brand, wouldn't it being the Omni thought leader? First, we made mother and kids both central within the communication. Some would have mother playing a very critical role. Second, we decided to go away from brand investor. We made one attempt. We said actually who can be a better brand given that we are about a care and protection brand. Even the way we talk to consumers like no other mosquito brand stocks. Everybody's all scaring the hell out of you. We are actually telling you we love you and that's why this brand, this brand is built on around love and care. We said what best way to assure the mom than actually to get kids with the brand best. And kids are evolving, kids are becoming smarter, smarter and smarter. A smart kid will bring two things to the brand. One is the cuteness and the love with the brands and will communicate. Second, an assured kid also immediately communicates the efficacy, right? And that's become the true shift of the brand. And the last is in this decade we started taking a role beyond category. We started creating categories. We started educating consumers about many of the vector bond diseases which are prevalent in this country which are much beyond just selling the product. And that's a large piece of social work which has happened which I'm going to talk about. We are very heavily working with many governments on programs which obviously would not be easily known in public domain, in MP, in UP, where you are working on behavioral change programs and it is purely a social task that we've taken off how to help the governments eradicate malaria in this country. And that's one program we did called Subabolo Good Night. It's a very interesting creative that Good Night is known to be nights. We said why it's Subabolo Good Night. Eventually, why this thing happened? Subabolo Good Night. So Lighthouse Identity remains same. True to care and protection. We evolved from protecting against mosquitoes in the second decade to protecting happy moments. It's a very powerful shift but it's all in the care and protection zone. And third, this is when we said we'll chow your market leaders that leadership agenda is behind us. We have wanted, because the secondary focus is how do we become leaders? We wanted to just beat the hell out of everybody to be very honest. Once we achieved that, we said this is a decade now this category belongs to us. Now our job is to help India eradicate vector-bound diseases and we can play a small role by creating multiple vectors of this category. And this decade and this journey of Good Night is all about category creation across multiple vectors. And I'll talk about those vectors. So this is the third decade which is continuing. This is one communication shift which happened after running Mukherjee script which actually changed the whole portion of this brand. This Pushkara-Kaushara communication ran for five years in two different, you know, Abdar's. This really built the brand around at happy moments. And obviously this product was a killer and it just, you know, took over the category. This campaign, I think, is the Sova Volu Good Night campaign before the players just want to talk about it. This one genesis which happened in this India over the last maybe seven, eight years is the advent of Dengi, which is different from malaria. And we did a research which told us in that 80% of urban Indians, 80% of urban Indians do not know one thing, that Dengi is not a evening mosquito. The whole brand protection is still in this country only about evenings to morning five o'clock. This is a long agenda. Even move 5% of it, I can't tell you right now. 80% of Indians don't know that their Dengi mosquito bites during the day. So we said, okay, let's make a small effort on educating India about that there's a mosquito which comes in the morning itself. We've done a lot of social work on this, but we did a small campaign which lasted for a year, but at least, and it, more than a TV campaign, it was a lot of activation programs we did around this. Which is this, okay, yeah, this is the one. You will play this? I don't know whether this is there. I think I'll have to play it from here. Okay, let me just see. Hey, why is Sova Sova Good Night on? Hey, bro, you can do this much for your friend. What? Hey, I'm saving you from Dengu. The morning mosquito, usually Dengu. Why? Don't you know? Come on, bro. I didn't know, yeah. Thanks, Dholu. This was my first time. Don't call me cool. Dengu mosquitoes mostly come in the morning. So India? Sova Good Night. So this whole campaign called Good Night, Good Habit, which is about habit creation. There's a lot of activation that happens. There's not more a TV campaign, more activation campaign. So this is the stage we started taking. Okay, we'll educate India about the categories itself, you know. This is some of the activation's work which happened at that time, very interestingly. What do you see? Kids became center stage. They're the brand and best of this brand. It's smart young kids who are the advocates of this brand. This is a decade of innovation blast. And again, when I reflect back, I said, wow. In this category where every innovation takes so much of regulatory challenges, we have built categories, multiple vectors. So the first thing which this company did, as a brand we did, in 2009, we've said, okay, coils you've done enough. We picked up, what is the next way to get penetration to category? We realized that there are many people who don't want to use coil because they feel there's smoke. So the challenge was to R&D, how can we create a coil which has low smoke? It's not easy. The first coil and we called it, then later we called it a green shakti low smoke coil. That happened in 2009. I'll show you the communication of that. Then the, I think our most, you know, moment of pride which happened, which is this country, I think it's 2013. And that's the journey I partnered around from 2010 onwards I've been there, right? And I was very happy to see this happen. The brief to this, people inside was, India still has huge rural penetration unattended to, India can't afford solutions, right? It can't be transmuted, coils can tend to break. Electricity is not there in most of India. Even still it's on paper in many places. How do I give people a solution which is instant, which is easily accessible and transportable through wholesale of this country and which just comes at one rupee. Just one rupee, that is a brief. And it obviously has to save its good night. And we came up with this product called Good Night Fast Guard. It in two years took rural penetration up by 7%. It's never happened in this category. Two years penetration moved by 7%. And everybody else obviously copied us. That's another big innovation. But if you see, these two were all about driving rural penetration. Then we did one innovation which I'm not going to show you right now, which is, Premiumization Good Night Active Plus. To something called Express System, which was much more faster. Let me just show you this. That's the Good Night Green Shakti Low Smoke Coil. Maybe this can happen. Papa, you're a police inspector, right? ACP, ACP. Really? I'm scared of your father So, free air. Small mosquitoes. Why aren't you scared? Son, mosquitoes are the most scared of Good Night Green Shakti. Good Night's 94% natural green Shakti Coil. Nature and active molecules have great power inside the coil, that is, mosquitoes are outside. So, ACP of the house. Good Night Green Shakti. Green Shakti is inside, mosquitoes are outside. This is the advent of the Fast Guard, which really made the rural penetration change. But if you see again, kids, mom. Kids, mom are kids and family. That's the whole essence. I don't know. Son, pray sincerely with all your heart. Everything will run away. Try it. Good Night Advanced Fast Guard. It's folded, it's lit, it's opened, it's done. Its TFT molecules will quickly affect the mosquitoes. See, listen to God. Hmm, the table is down, right? She's supposed to tell him. I think we'll skip this one. So, these three innovations happened in the first half of this decade. Then we said, what next? While we're doing this job, okay? There's one pivot which I realized, where mothers feel the most weakest. You know, moms, they're protecting kids, they're protecting families, all in home. But the biggest vulnerable moment of this mom is when kids go out of the house. Either during schools, deng is a day mosquito. They're completely vulnerable there. Can you believe it? I mean, they have no protection there. It's a realization, I mean, hey, I do everything to protect a house. But dengue actually strikes in the day. Second is, majority of time, kids go out to play in the evenings, which is the highest time of infestation, even of non-dengue mosquitoes. And that's a moment of biggest vulnerability for a mother. So, what do we do? This category, there had been a brand of ointments and skin application which has existed for 70, 80 years. But it had never grown the category. Because there's always one challenge, which consumers told us that, hey, I don't like the smell of this product. I don't want it to apply on the skin. Skin irritation. One big question comes in consumers mind is, how can you apply a mosquito repellent product on skin? It's a different thing putting it in homes, in corners. Applying on skin on that kids, it's a big one. We came back, okay, how can we actually give a product which protects mosquitoes against mosquitoes even in outdoors? Well, that category is very small in India, but it's not applied on skin. Big challenge, you see how the innovation... Consumers will never come back to tell you this. This is what we thought. And interestingly, India's the only country in the world where out-of-home is not developed still. Globally, out-of-home in Western world is one of the largest formats in mosquito repellency. Globally, it's very weak in India. And one of the reasons is because India has never seen innovation in this category. So we came up with this product called Fabric Roller. And that's a journey in progress for us. It's a huge categorization job we're doing. It's a progress which is we're pretty happy, but I think we can do maybe 10 times more than this. It's a habit creation. Because what we're trying to tell people is use proactively this when you go out. It's a fundamental habit change, but this innovation we've done. Second thing which has happened last year was a neem Agrabati. It's India's first 100% Agrabati format to drive rural penetration. And it's non-active based. So that's an interesting piece that happened. And the last one which I'll just talk about which is making us, which is a system we've created, which maybe I'll just talk last before I show that where we have decided to take a very disruptive call of killing active system. We have actually decided to kill something we've created over the last 10 years ourselves. So first quickly, let me tell you about this journey of Fabric Roller. No, no. There are a lot of kids out there. There must be more on the ground. Son, don't go. If you're in the Dengu area, then? Go. And to kill such a sixer that the ball goes missing, Good Night Fabric Roll on. Stop the mosquitoes outside, not your champion. Do you want to be a champion? You'll have to go outside. Good Night Fabric Roll on. There's a product which you apply on actually clothes. You don't have to put it on skin at all. We call it one, two, three, four. One, two, three, four. This is I think the neem Agrabati. Primarily for rural areas. Why do you want to wear it? Hurry up, girl. Come back, mosquitoes. Now, in the next three hours, you won't see even half a mosquito here. What's the guarantee? The guarantee of neem is Good Night Neem Agrabati. The power of neem and turmeric. Good Night Neem Agrabati. You won't get even half a mosquito in just three hours. In just 15 rupees. In rural areas, people still use neem leaves. And burn them. So I said, why can't we do something on neem? Which are nothing to do with actives. The challenge was, how do you create a repellency without actives? So that's the work which R&D did on this, you know. Now this is the last work which I will just say, and then maybe two minutes I'll just call it quits here. We realized over the last 10 years what's happened, while we've become huge market leaders, our active plus system has got copied by every other competitor. 10 years is a big time to copy it. They copied it up. It took them five years to copy, but they copied it. And obviously, it's led to pressure on the brand. It obviously the fact that then the consumers are telling us that mosquitoes have become more stubborn. What do we do next? And how do we make it a complete disruption? So what do we come up with which are just launched 15 days back. And it's still in the process of rolling out is India's first automatic. And I think what we can claim easily is the world's most powerful liquid vaporizer system and which is completely automatic. So it's got a smart chip using technology inside is where the modes that consumers today has to control, they completely change automatically based on infestation, levels and timing. So that's a big automatic, it's almost like a magic control which you're given. Plus we created a technology which, actually the three briefs maybe I'll just leave. We said, okay, so I think maybe one piece I need to tell you before this thing. There is one piece as a result of this compact of this thing was happening. We realize people have started using multiple solutions in homes. That they're using liquid vaporizer of good night, but they're using Agrabatri of somebody else. Or they're using Coil of somebody else or Coil of good night also. Because they're somewhere felt a solution coffee thing. Because the thing is much bigger, mosquitoes are becoming much tougher. So the brief we said, okay, can we have the reach in the room of Coil? Can we have the instancy of aerosols? Because aerosols last for two hours, but they kill immediately. And can we have the longevity of liquid vaporizer system all done automatically? It's a crazy brief in that sense. Can we give all the benefits of three formats? And it's a call we're taking because we are presenting all three formats. We are market leader in each of these formats. We have a brand called HIT, which is the market leader brand at 96% share in aerosols. We are a brand. There's nobody else. We're 96% of the category, right? We said, okay, it doesn't care. We give a product which is everything rolled into one. And we said we don't want to charge consumers premium. And against our 85 rupees, we just charge them 89. And we launched this product called Good Night Gold Flash System. What this does is it actually releases not smoke. It's a technology which releases vapors, which actually reach in the corners. It has an instant repellency effect. And then after a 10-hour, the machine automatically shifts back to a non-flash mode or the non-vapor mode. And it continues to repeat itself on cycles. So it's all in one product, which is we believe maybe the world's most powerful, but definitely the most powerful in automatic system. And we've taken a call that if we were to do this product, which is so brilliant and we're not charging consumers premium, then what do we do with Active Plus System? Which is a 1200 crore brand of ours? We said we kill it. Can you believe it? It's a marketing, this would work. I'm convinced and this will be a marketing case study. Right? You go ahead and say, okay, I'm gonna kill my 1200 brand. I'm gonna sell only this because I want single-mindedly focus the entire organization only on this. Because I know that if Active Plus is in six crore homes, as long as that exists and this comes, there'll be a much longer shift that will happen. I'm gonna switch the whole country to Gold Flash. And that's the call we've taken 15 days back. Right? So this is the Good Night Goaller and obviously, along with this campaign, we're doing a much larger digital habit change system with the separate creatives. Oh, sorry, this is down to one. Okay, yeah, this one. Okay, we can skip this. Yeah, just go into this. Can you play this one? Yeah, this act. Is something coming out of the machine? This is a Good Night Gold Flash. It's just flash wafers coming out. Why? Because the mosquitoes are hiding like flies. That's why in the flash mode, the flash wafers are like police. They're hiding like flies, and the mosquitoes are coming out. They're coming out. After 30 minutes, they're in normal mode. They're coming out automatically. If the mosquitoes are coming out, they're coming out after four hours of flash wafers. They're coming out. Good Night Gold Flash. The mosquitoes are coming out. Actually, this creative is still to go on air. It'll go on air in 10 days time. It's just gone on air in south, in north and east and west. It's not gone. So this is the new innovation, and there's a huge amount of six other creatives which are built around that. The intent is to completely switch the category to this all-in-one, one single solution which is there. And I think I'll skip this piece. I'm done now. Hey, something's coming out of the machine. It's not moving. Yeah, Good Night Gold Flash. So this is the summary of actually the kind of work we've done in the last decade. This is maybe just a second. Actually, this is the journey of the brand. We are becoming a dominant market leader in this country. We are 37% share, and the difference between us and the next player is three times today. That's why we are the category. And this doesn't include, in the H.I category, Aerosol, which is another brand of ours which is HIT. If I take that, we are 60% share in the category. What is the dominance? But this, as I said, this great spider-man dialogue, with great power comes great responsibility. And our last decade has been that, that if this is where we are, we are the category. Our job is no longer about market shares. Our job is about building category. And building category across all kinds of formats. India is a country which is in the midst of huge vector bond diseases. They're not going to go away easily. We want to play our small role in this. And I think that's the whole thought of the brand right now. We are there from one genesis of one electric premium solution of one format. Today, this brand exists across neither all formats, which have been disrupted or created by good night. Every single innovation in the last 30 years, except one, has been brought to this country by Godaj. Aerosol is HIT, and the rest is all good night. So this is the way we have created the categories. Obviously, there's huge amount of brand. There's, we are among, as for brand equity studies, among home care, we are the most loved brands, the number one brand amongst some of the iconic brands are there in the top 10. But we are one, and that's a great moment of joy to see how consumers love your brand. We are always among the most admired brands. And that is where we are. We become leaders. Maybe there's one ad in this, I want to just show which, this one campaign maybe we'll sign off, which we did, we had a very emotional moment for the organization when we became market leaders. Okay, and we become part of every family, this thing. So we did this one campaign for the consumers which are the thought leader, the market leader we did. I want to just show that campaign. It's all about family. This is after the leader slide, let's see that. By the way, families are of many types, small, medium, large, and some extra large. Some families are friendly, and some not so friendly. Some families are permanent, and some are temporary. Some families are national, and some are multinational. Some families have pinkies, rockies, and sweets, and some families have pinkies, rockies, and sweets. But families are of many types. One member will get the same. Good night. Good night to India's number one liquid vaporizer brand, thank you, and welcome to the family. There's one big thank you campaign that we did once we became market leaders. It's one of my favorite campaigns. So I think that's where the journey of this brand has been. It's built on these three pillars, we've been consistent, and I guess that's where it is. Thank you so much.