So in Sri Lanka, Leo Burnett and Mawbima targeted the time of day when mosquitoes strike most often: in the early mornings and evenings. That’s also the same time people generally read the newspaper. Put two and two together and you have the makings of a solution: Infuse the newspaper’s ink with citronella essence, a natural insect repellent. The citronella-scented newspaper wards off pesky mosquitoes while people get their news.