GCPL Rolls Out ‘Machar Hai, Mehman Nahi’ Public Service Campaign

The EMBED initiative highlights everyday household habits that contribute to mosquito breeding and disease spread

Mosquitoes and the diseases they spread continue to pose a significant public health challenge in India, even as their presence is often treated as routine. Godrej Consumer Products (GCPL), through its CSR initiative Elimination of Mosquito Borne Endemic Disease (EMBED), has rolled out a public service film titled ‘Machar Hai, Mehman Nahi’ to encourage households to reconsider how easily mosquitoes are allowed into everyday spaces.

The initiative aligns with GCPL’s focus on driving community impact through behaviour change. The film highlights the risks associated with mosquito-borne diseases such as Dengue, Malaria, and Chikungunya, which continue to affect millions annually. According to national health data, India recorded over 1.13 lakh dengue cases in 2025, underscoring the need for sustained awareness and preventive measures beyond the monsoon season.

Drawing on India’s cultural tradition of hospitality, the campaign reinterprets the idea of welcoming guests. The phrase ‘Padharo Mare Desh’ is reworked into ‘Na Padharo Mare Desh’ to emphasise that mosquitoes should not be welcomed into homes. The film depicts how common household practices, including stagnant water in coolers, uncovered buckets, and neglected corners, can become breeding grounds for mosquitoes.

By positioning mosquitoes as unwelcome intruders rather than harmless visitors, the campaign aims to prompt families to adopt simple preventive practices to reduce risk.

Commenting on the initiative, Sudhir Sitapati, MD and CEO, Godrej Consumer Products Limited, said, “Mosquito-borne diseases remain a major public health concern. It requires collective awareness and sustained behavioural change. Through ‘Machar Hai, Mehman Nahi’, we wanted to use a cultural insight that resonates deeply with Indian households. By rethinking the idea of hospitality, we hope to inspire people to take simple but effective preventive steps that keep their homes and communities safer.”

Creative storyteller Swati Bhattacharya, who conceptualised and wrote the campaign film, said, “ In India, hospitality is not just a tradition - it is an instinct. Just like we welcome guests, we also welcome mosquitoes with stagnant water and open rubbish bins. Let's unfriend the mosquito and have an anti-hospitality qawwali - machhar hai mehmaan nahin.”

Source: https://www.bwmarketingworld.com/article/gcpl-rolls-out-machar-hai-mehman-nahi-public-service-campaign-598916