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While thousands of dengue victims have been reported this year from across India and a few hundred deaths, a survey by Godrej Consumer Products (GCPL) and AC Nielsen reveals much lack of awareness, still. To fill the void and increase penetration of its insect repellent brand, Good Knight, in the rural and semi-urban markets, GCPL says it has launched a long-term promotional campaign.
The joint survey, in 16 cities, reveals although 85 per cent of the respondents identified dengue as a life-threatening disease and 80 per cent say they'd suffered from it, 90 per cent are still unaware that the virus carrying mosquitoes attack humans during the day. “The lack of awareness is a major cause of concern,” says A S Vasudev from The Indian Academy of Pediatrics.
Since infants and children are more prone to catch diseases, they become easy victims. “They have lower immune power than adults,” he said. GCPL’s flagship Rs 1,400-crore Good Knight brand is market leader in the insect repellent segment, with 40 per cent market share. The company said it initiated a multi-channel promotional campaign on Thursday, with a teaser ad on the importance of protection. The campaign will utilise print, audio-visual and digital media.
“We have the entire range of products for all kinds of consumers to fight dengue and we think this is the time we should increase efforts to make people aware. The ministry of health’s National Vector Borne Disease Control Programme has recorded provisional figures of over 17,000 cases of dengue till August and 34 deaths,” said Sunil Kataria, business head-India and Saarc at GCPL.
