Nippo Swooper's new campaign to redefine mosquito protection

Indo National Limited, renowned for its iconic Nippo brand for over five decades, is pleased to announce the launch of its latest innovation, the Nippo Swooper Liquid Vaporiser Mosquito Repellent. With mosquito-borne diseases claiming over 700,000 lives annually in the country, this groundbreaking product is poised to transform how consumers combat mosquito problems in their homes.

To ensure the product reaches every household, the company will leverage its extensive distribution network and robust omni-channel strategy, which includes 2.3 million retail outlets, along with a strong presence on e-commerce and quick commerce platforms. This comprehensive approach guarantees a convenient shopping experience for all consumers.

India's tropical climate fosters diseases such as malaria, dengue, chikungunya, and Zika, with nearly 40 million cases annually. Climate change is extending mosquito seasons and worsening extreme weather, causing this pesky human adversary to move into new areas.

Nippo Swooper’s launch marks the company's bold entry into the home care segment, reflecting its commitment to addressing the needs of modern Indian households. This follows last year's stirring brand refresh, and highlights Nippo’s dedication to innovation as well as its keenness to adapt to contemporary lifestyle needs.

The Swooper Vaporiser boasts of an advanced Japanese Metofluthrin (MFT) formula, which surpasses the effectiveness of existing products in the market. Its fast-acting molecule is decidedly superior and provides significantly better protection against all disease-carrying mosquitoes.

In deference to consumer preferences, Nippo Swooper features a soothing sandalwood fragrance, another distinctive touch that sets it apart from all other repellents. Additionally, to ensure a harmonious transition for users, the Swooper refill is designed to be compatible with all available existing machines.

Keeping health as the cornerstone of the consumer’s need state, the company is set to expand into multiple related categories and aims to position the Swooper brand as the benchmark for home care protection. In addition, it is also committed to developing a strong supply chain network to support this growth and ensure its products are widely accessible.

The communication campaign, created in collaboration with Underdog, effectively plays up the benefits of Nippo Swooper in order to encourage consumers to make the necessary switch. In a market dominated by established brands, the campaign boldly confronts the challenge with a provocative, tongue-in-cheek script that makes a strong case for why this change is essential.

Pavan Kumar, COO, Indo National Limited who has meticulously overseen every stage of this campaign can’t wait to see how the consumers will react to this launch. He says: “From the time we have had a brand refresh we have been working on a host of categories where we can impact our consumers’ lives far more significantly and intimately. With Nippo Swooper we got just the opportunity we were looking for. Consider this our bold foray into the home care sector, driven by our commitment to enhancing public health and improving everyday living standards.”

BLN Prasad, V.P. Marketing, tasked with the challenge of developing this category says: “Nippo Swooper with its advanced Japanese MFT formula and a refreshing sandalwood fragrance has the potential to revolutionise the fight against vector-borne diseases. We feel good about the fact that we have managed to blend cutting-edge innovation with old world practicality, creating a product that we hope will find resonance with younger households.”

Vikram Gaikwad, Co-founder and CCO of Underdog, is equally excited with the agency’s new campaign. He says, “Breaking through the clutter of established brands requires a fresh approach and that was the starting point behind conceiving the framework of our campaign. I think we’ve managed to craft a proposition that not only engages but also effectively communicates the superior benefits of Nippo Swooper. We are also ensuring that every touchpoint with the consumer maintains the same spark of innovation.”

Vistasp Hodiwala, Co-founder and CCO Underdog complements his partner’s sentiments saying, “Be it the delightfully irreverent script with its manga-style product window or the innovative print ad, we wanted to work out a launch package that firmly stood out within the ultra-competitive marketplace, and with a fraction of the budget the established players possess. With a client team which was open to the most inventive suggestions and had our back all the way, the task became so much simpler.”

The TVCs have been produced by Surbhi Bafna of Little Lamb Films and directed by Nobin Dutta. The campaign is being rolled out through digital, television, outdoor, print, and mass media activation to ensure broader visibility and engagement.