Mumbai: Godrej HIT, a well-known household insecticide brand, trusted by millions of households in India, unveiled a new TVC for Godrej Lal HIT, the brand’s offering to kill cockroaches. The TV Communicate show these pests crawl in the night on unassuming objects such as plates, spoons, and door handle, spreading germs which may get transferred onto the hands of kids and family members causing diseases such as food poisoning. The film uses humor to highlight this serious problem and showcases Lal HITas a product which kills hidden cockroaches. The new film is conceptualized by Lowe Lintas.
Today, hygiene, cleanliness, and protection are of the utmost priority for every household. Safety from germs and infections has become an increasing priority for families. However, cockroaches crawl around in the dark and hide in inaccessible corners. They spread germs over utensils and kitchen counters which get transferred onto the hands of kids and family members thereby causing diseases such as food poisoning, diarrhea, dysentery, etc. Taking a cue from this, the TVC features that the role of Godrej Lal HITis that of a pest killer that kills all hidden cockroaches and removes the possibility of related diseases. Enabled with a ‘Deep Reach Nozzle’, Godrej Lal HIT reaches even the hidden cockroaches conveniently and eliminates them before they resurface.
Sharing his thoughts on the new campaign, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL), said, “Homes should be free of cockroaches and any related diseases that could arise from their presence. Through this TVC campaign, Godrej Lal HIT instills confidence amongst people by ensuring protection against these deadly roaches. With its proven ability to kill hidden cockroaches, Lal HIT ensures no space or corner is ignored where they can breed and multiply. We aim to drive penetration for Godrej Lal HIT along with category creation in the current context.”
Shantanu Sapre, Executive Director at Lowe Lintas, said, “The task here was to educate people about how cockroaches spread diseases behind your back. To bring alive this message in a humorous and light-hearted way, the Group Creative Director duo Navin Chawla & Vishal Bagade found an interesting way to land this message by using the visual device of quasi-enforcement authorities, as we have seen in several popular TV series entering the kitchen to caution the mother about the ‘unknown’ danger she and her family is living with.”
Godrej Lal HIT has always stood for eradicating the cockroach menace by providing efficacious solutions. The brand has taken this commitment to a new level with the launch of this latest film made for TV and digital formats. This film further emphasizes the importance of the fact that cockroaches crawl on unassuming surfaces like fridge handles, plates, spoons, gas knobs, etc. that are touched multiple times a day.
TVC film link: