Good knight

Good­knight Ad­vance has been help­ing fam­i­lies in their fight against mos­qui­toes for a long time now. Push­ing the en­ve­lope and adding a new edge to its prod­uct range, the brand has re­launched it­self by adding a lit­tle zing with its new 4 Colour Play Vari­ant

Point of Purchase - - CONTENTS - Fairy Dharawat

Good­knight, a brand that we con­tin­u­ally as­so­ciate with our never end­ing bat­tle with the dreaded mos­qui­toes, wanted to con­vey a new mes­sage to its tar­get au­di­ence. The mes­sage was this: here’s a band that not only pro­tects your fam­ily from mos­qui­toes, but also adds a lit­tle zing to your home. In keep­ing with this com­mu­ni­ca­tion, the brand de­cided to add a lot of colour play vari­ants to its prod­uct. The four new prod­ucts as part of the Colour Play ranges are: Good­knight Red Happy Green Har­mo­nious Pur­ple Trusted Blue The brand part­nered with Brand­mark So­lu­tions for cre­at­ing the right po­si­tion­ing at re­tail and the brief to the lat­ter was to launch it in such a way that it de­fines the prod­uct as the NO.1 home dé­cor so­lu­tion that could be used in mul­ti­ple rooms, a de­vice that not only adds a dash of colour, but also pro­vides ef­fec­tive pro­tec­tion to the fam­ily from mos­qui­toes. Says Yo­gesh Chawan, Founder Di­rec­tor & Cre­ative Head, Brand­mark So­lu­tions, talk­ing about the whole project, “It was a pitch we won - to re­launch this prod­uct by cre­at­ing an in­no­va­tive con­cept with a dis­tinct ap­proach to this spe­cific cat­e­gory. Fol­low­ing the con­cept of home dé­cor ac­cord­ing to room themes, we added a dash of four new Good­knight colour vari­ants de­pict­ing the Colour Play prod­ucts on pas­tel tex­tured walls i.e. the liv­ing room, the Mas­ter Bed­room, the Kids Bed­room & the Kitchen. Once the con­sumer comes in contact with this unit, it por­trays a pic­ture of their home dé­cor in­duc­ing and en­sur­ing a sec­ond pur­chase.” Brand­mark So­lu­tions needed to de­sign and fab­ri­cate Floor Stand­ing Units, Gon­do­las, End-caps, pil­lar brand­ing, win­dow dis­play kits & Counter Dis­play units to pro­mote all the four vari­ants and guar­an­tee re­peat pur­chases from the ex­ist­ing cus­tomers. The units ba­si­cally have the 4 vari­ants of Colour Play fit­ted on them giv­ing them their own space on dif­fer­ent walls in a zig zag po­si­tion. The wall on which these de­vices were fit­ted adorned pas­tel colours with flo­ral mo­tifs com­ple­ment­ing the ac­tual prod­uct. The flo­ral mo­tifs de­fined the emo­tions of care & sym­phony. Ac­cord­ing to Brand­mark, this is in line with the Good Knight brand val­ues and the qual­i­ties it per­son­i­fies --safe, gen­tle, ef­fec­tive, de­pend­able and an un­ob­tru­sive pro­tec­tor that is in com­plete har­mony with the house­wife and her home. Since Good­knight wanted to por­tray Colour Play as a home dé­cor so­lu­tion, the units had cre­ative de­tails vis­ually de­pict­ing dis­tinct tex­tured walls i.e. liv­ing room, Mas­ter Bed­room, Kids Bed­room & Kitchen. Each de­vice had their colour names printed by their side with the Colour Play brand­ing. The Gon­do­las could stack around 180 prod­ucts, while the Floor Stand­ing Unit could dis­play 200 prod­ucts. The units while of­fer­ing vis­i­bil­ity ac­cess from all sides en­gaged the cus­tomers, help­ing them take a closer look at the prod­ucts. The End Caps were de­signed with sim­i­lar el­e­ments and the Win­dow Dis­play Kits & the Pil­lar Brand­ings fur­ther en­cour­aged brand re­call and ed­u­cated the cus­tomers on the new launches.

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