Mumbai: Godrej HIT, a popular household insecticide brand, trusted by millions of households in India, unveiled a new digital film for the festive season. Centered around LAL HIT, the variant which promises to reduce cockroach infestation, this film is a satirical take on the annual Diwali cleaning ritual. Through this film, the brand encourages families to safeguard themselves from not just hanikarak (harmful) cockroaches but also to do away with hanikarak memories.
All across the country, the start of Diwali preparation is marked by deep-cleaning of homes and this time around, there will be an increased focus on hygiene and cleanliness given the current environment. The film revolves around a family who has just started with their festive cleaning. As the family members proceed with various tasks, the wife unravels the hidden secret of her husband’s past. The cleaning also uncovers hidden exams papers with poor grades of their child. The film ends with the mother spraying LAL HIT in the kitchen sink and other corners as a message to eradicate disease-spreading cockroaches and along with harmful old memories for a Super HIT Diwali.
Sharing his thoughts on the film, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL), said, “There is a lot of optimism in the air as we approach the festival season. We wanted to do something that would spread the message of cleanliness in an unusual manner. Cleaning of homes is an important ritual not just to eliminate pests like cockroaches and ensure a safe environment; this activity also has a deeper, symbolic meaning. Through this light-hearted campaign, Godrej Lal HIT has a refreshing take on cleanliness, encouraging people to clean their homes of old harmful memories along with toxic memories for a happy and safe Diwali.”
Commenting on the film, Amar Singh, Regional Creative Officer at Lowe Lintas said, “The practice of pre-festival deep cleaning is a very relatable one across the country. And the thing is, when you go that deep, you never know what you might find. Our film, conceived by Rajat Dawar, Vishal Bagade, and Stuti Dixit, plays on this to remind us of the nuisance and hazard of cockroaches and of the fact that Lal HIT needs to be an essential part of our cleaning. Deep or otherwise.”
Godrej Lal HIT has always stood for eradicating the cockroach menace by providing efficacious solutions. With this film, the brand further integrates the product as a permanent member of the household which eliminates the roach menace while we enjoy the festivities.