"Unlocking Mosquito Prevention: Godrej's 'Machar Hai, Mehman Nahi' Campaign"

Godrej Consumer Products Launches ‘Machar Hai, Mehman Nahi’ Campaign

Godrej Consumer Products Limited recently introduced a new public service film titled ‘Machar Hai, Mehman Nahi’ as part of their CSR program, Elimination of Mosquito Borne Endemic Disease (EMBED). The campaign aims to tackle the pressing issue of mosquito-borne diseases such as dengue, malaria, and chikungunya that affect a significant portion of the Indian population. Despite the serious health risks posed by mosquitoes, the campaign points out that their presence is often normalized, leading to a lack of proactive measures.

With a focus on changing behaviors within households, the campaign draws on India's cultural value of hospitality. The core message, ‘Machar Hai, Mehman Nahi’ (a mosquito is not a guest), encourages individuals to view mosquitoes as unwelcome intruders and take steps to prevent their entry and breeding. By challenging the perception of mosquitoes as harmless visitors, the campaign urges households to address common breeding grounds like stagnant water in coolers, uncovered containers, and neglected areas.

Sudhir Sitapati, MD and CEO of Godrej Consumer Products Limited, emphasized the importance of collective awareness and sustained behavioral change in combating mosquito-borne diseases. The campaign leverages a cultural insight to resonate with Indian households, prompting them to adopt simple yet effective preventive measures for a safer living environment.

Swati Bhattacharya, the creative mind behind the campaign film, highlighted the ingrained tradition of hospitality in Indian culture. She drew parallels between welcoming guests and inadvertently welcoming mosquitoes through behaviors like leaving stagnant water and open rubbish bins. The campaign's approach is to 'unfriend' mosquitoes and shift the narrative to one of anti-hospitality, captured in an innovative concept resembling an anti-hospitality qawwali.

The initiative will be further promoted through a comprehensive outreach strategy, including engagement programs in schools, community drives, large-scale wall art installations in Maharashtra, radio broadcasts featuring the campaign message, and a digital campaign encouraging citizens across the nation to rally behind the cause of ‘Unfriending the Mosquito’.

Watch the campaign film here.