The idea was to create a cost-effective and convenient solution that works as a daily reminder for people to protect themselves. The Good Knight Calendar thus became the first-of-its-kind product innovation which could be placed on any surface and provide year-round protection. This way, Good Knight impacted thousands of families living in the urban slums.

The Good Knight Calendar is a specially designed tearaway calendar, where each sheet can be burned to act as a mosquito repellent. The inspiration behind this idea came from the fact that a tearaway calendar is used by removing sheets on a day-to-day basis. However, our calendar provided the perfect reason to do it at night and get protection against mosquitoes. Using specially designed sheets impregnated with TFT dots, we incorporated the dates around a mosquito vector to reinforce our brand proposition. And the design elements used became seamless with the existing TFT dots present on each sheet. The calendar was then freely distributed among the desired target group through an on-ground activation.

The idea generated immense goodwill for the brand. It was also viewed as a CSR initiative that impacted millions of families dwelling in the urban slums. After the pilot project took off, Good Knight conducted this activity in other areas and received greater appreciation. The outcome was the calendar becoming a must-have in every household, and families adopting the practise of burning the date-marked sheets at night to protect their loved ones.