Mumbai: Following on with its brand messaging of ‘cockroaches spread diseases’, Lowe Lintas Mumbai has unveiled a new campaign for its product ‘LAL HIT’. Taking a different approach this time around, the brand seeks to target women who depend on chalk and home remedies to solve the “roach” issue.
Women today, are extremely particular about their housekeeping etiquettes. There is a serious and conscious effort to make sure that their family is protected from disease. While they are aware that the presence of cockroaches at home is not a healthy sign, their belief is that their current solution, i.e., chalk, boric powder, etc. is good enough to keep cockroaches at bay and hence she has no reason to opt for a change. However, cockroaches have their own hideouts and these solutions are ineffective in killing these cockroaches that often cause various illnesses.
With this as the driving point, the new campaign gives the women a compelling reason for adopting ‘LAL HIT’, which with its unique seek-and-kill applicator reaches even the difficult and hard-to-reach corners and kills the hidden cockroaches. This is what distinguishes ‘LAL HIT’ from other ineffective offerings. In fact to allow more people to experience the power of ‘LAL HIT’, Godrej HIT has introduced a small 125ml bottle that has been priced at Rs.59.
Sharing his thoughts on the new campaign, Ajay Dang, Head Marketing – Home Care, Godrej Consumer Products Limited said, “A mother always does her best to keep her family and child healthy. Through her regimen and choice of solutions she achieves this goal every day. Poor solutions and lack of information at times gives her a false sense of security. And her effort fails despite her trying her best.
Similar is the situation when she uses a chalk or home remedy solution to keep cockroaches at bay. These solutions do not eliminate hidden cockroaches which spread disease by contaminating food and wares in the kitchen.
The communication is simple and straight forward highlighting the fact that cockroaches spread diseases like food poisoning, diarrhea and dysentery. The key idea was to inform the mother on how solutions like chalks and home remedies are ineffective in killing hidden cockroaches and therefore put her family health at risk.
The creative line summarizes the key consumer benefit of Lal HIT ‘chupega to bhi nahin bachega’.”
Elaborating on the creative approach that was followed for the campaign, Arun Iyer – National Creative Director, Lowe Lintas + Partners said, “While the brief was very direct and clear, the task to make people change their current regimen is always difficult, especially in a low involvement category. With our target group (mothers), we realized that it’s not just the kid’s health and well-being that is entrusted to her, but even the ill health of the child is something she is held responsible for. So our creative idea puts the mother at the center of the film and amplifies how she gets blamed for the child falling ill, whereas the real reason is not her but her reliance on ineffective cockroach solutions.”
The campaign has just gone live and will be played across major entertainment, news and sports channels in India. The on-air campaign will be ably supported by a plethora of activities on other media platforms like print, radio, digital, etc soon.
Client: GODREJ CONSUMER PRODUCTS
Brand: GODREJ HIT
Client Team: SUNIL KATARIA /AJAY DANG/ CHANDAN KUMAR
Agency: LOWE LINTAS MUMBAI
Creative Team: ARUN IYER / JAYWANT DABHOLKAR/ SHISHIR KAPRE/ MAYANK YADAV/ SARFARAZ SIDDIQUI / DEEPAK NARE / VINOD JANARDANAN
Account Management: SHANTANU SAPRE/ DANNY NATHANI / SNEHA NAIR/ SHWETA IYER
Planning: RISHABHA NAYYAR / SHIPRA CHINCHANKAR