Godrej Consumer Products shifts mosquito control narrative with public health-led CSR film

Godrej Consumer Products has rolled out a CSR-led film titled ‘Machar Hai, Mehman Nahi’, reframing mosquito presence from a tolerated reality to a preventable threat. The initiative moves beyond product advertising to public awareness, aligning the category with health behaviour change—an area where India continues to see recurring risks, with vector-borne diseases like dengue affecting over 2 lakh reported cases annually in recent years. The strategic pivot is notable. For a category historically driven by fear-based, product-centric messaging, this film signals a shift towards long-term narrative building. By positioning mosquitoes as “unwelcome,” the brand subtly moves the conversation from reaction (repellents) to prevention (habits, hygiene, awareness). This widens the addressable influence of the brand beyond its SKUs into public health discourse. For the Indian advertising ecosystem, this reflects a broader trend: FMCG players increasingly investing in CSR as brand infrastructure, not just compliance. As media fragmentation rises and consumer trust in traditional ads declines, purpose-led storytelling offers higher credibility and longer shelf life. It also creates opportunities for cross-sector partnerships—with local governments, NGOs, and health bodies—extending campaign impact beyond paid media. The sharper read: categories with functional products are starting to compete on cultural ownership, not just efficacy. Our insight: In a crowded mosquito repellent market with multiple claims, owning the problem may prove more valuable than selling the solution.