Goodknight was doing commercials in 2002 with a famous actress at the time, Ayesha Jhulka. The marketing head at the time was receptive to what I suggested that by introducing humor into the creative like its competitor All Out was doing, would transform the brand. It was a task convincing senior management to take such a dramatic step.

But they did so, seeing the conviction the marketing head and I had in the new approach. We did a series of commercials that were humorous and very radical for the conservative client. And they worked. Sales went up. The trend set in 2002 is still continuing but the original transformation was done by us.

The ads they were running when I started working on the brand

How we transformed the communication.