With mosquito-borne diseases continuing to pose a major public health challenge in India, Godrej Consumer Products Limited (GCPL) has launched a public service film titled ‘Machar Hai, Mehman Nahi’ under its CSR initiative Elimination of Mosquito Borne Endemic Disease (EMBED). The campaign urges households to rethink their approach towards mosquitoes, highlighting that they should not be treated as harmless visitors.
India reported over 1.13 lakh dengue cases in 2025, alongside widespread cases of malaria and chikungunya, underlining the urgent need for stronger awareness and preventive action beyond the monsoon season. The film draws on India’s tradition of hospitality, flipping the familiar phrase ‘Padharo Mare Desh’ to ‘Na Padharo Mare Desh’, reinforcing that mosquitoes are unwelcome intruders.
The campaign highlights common breeding grounds such as stagnant water in coolers, uncovered containers, and neglected corners in and around homes. GCPL Managing Director and CEO Sudhir Sitapati said the initiative aims to drive behavioural change through culturally relevant messaging. Creative lead Swati Bhattacharya added that the campaign uses storytelling to challenge everyday habits that unknowingly invite mosquitoes.
The initiative will be rolled out through school programmes, community outreach, wall art, radio storytelling, and a nationwide digital movement encouraging citizens to “Unfriend the Mosquito.”
In Guwahati and other parts of Assam, where humidity and waterlogging create favourable conditions for mosquito breeding, such awareness campaigns are expected to resonate strongly. The region frequently reports seasonal spikes in dengue and malaria cases, making preventive messaging crucial. Increased awareness is likely to boost demand for household insecticide products and community-driven cleanliness initiatives, while also supporting public health efforts to reduce disease outbreaks.