Mumbai: HIT is a well-known household insecticide brand, trusted by millions of households in India, when it comes to eliminating dangerous insects and pests from their homes. Brand HIT has been liberating people from the anxiety of pests and has been championing the cause of educating masses on prevention of mosquito borne diseases since last many years. This World Malaria Day, Kala HIT has come up with a quirky stand-up comedy video, featuring India’s well-known comedy artist Suresh Menon, on various ways through which people kill time on social media. The video is titled ‘Social Media Pe Machchar Marne Waale’.
In today’s world, social media is a no longer an escape but an integrated part of life. And people are aimlessly killing a lot of time here. In the video, Suresh Menon, in a stand-up act, narrates the various ways in which people kill time on social media. The video opens with an anecdote from Menon’s vacations to his village where he used to find his uncles sitting on chairs and only passing time. He then narrates how people kill time today – with the consumption of social media. Through this stand-up comedy act, Menon sets a friendly reminder for people to find time from their busy social media lives to kill real mosquitoes with Kala HIT and fight malaria.
The quirky and creative video marks ‘World Malaria Day’ and is in sync with the current years’ theme of ‘Ready to Beat Malaria’. This light-hearted poke is a non-intrusive and fun way to deliver a known but an important message about Malaria. ‘Social Media pe machhar maaron lekin ghar ke andar asli machhar ko bhi maaro’ – This is a one-line message to the social media lovers of India.
Commenting on the video, Sunil Kataria, Business Head – India & SAARC, Godrej Consumer Products Limited (GCPL): Godrej Consumer Products has always strived to make the lives of consumers brighter and better. Carrying this philosophy forward, on the occasion of World Malaria Day, we aim to create awareness on prevention against Malaria. Today consumers use various solutions to drive away mosquitoes, these make consumers feel that their problem is completely solved but in reality mosquitoes hide in remote and difficult corners of our home posing a serious threat to health and wellbeing.
Speaking on the digital film, George Kovoor, Group Creative Director, Ogilvy Mumbai: We all know someone who is obsessed with social media- the compulsive selfie taker, the ranter, the social rebel, the show-off. They are people who live their lives on social media. We leveraged these characters and their peculiar traits to deliver an important message- ‘Social Media mein machhar mat maaro, ghar mein chipe asli machhar maaro.’ A piece of content that informs and entertains in equal measure, delivered in the inimitable style of comedian Suresh Menon.
The film’s bottom-line message is how the nuisance caused by hidden mosquitoes brings everyday life to a grinding halt. Current measures to eliminate hidden mosquitoes, are arduous, and often fail. No wonder, consumers fall prey to diseases such as Malaria. Kala HIT is an exceptionally convenient way of killing even the hidden mosquitoes.
Creative: George Kovoor, Rajesh Tewari, Sunil Sharma, Vishal Bhandari
Account Management: Namrata Keswani, Pooja Motwani, Jeffrey Saxena, Philann Paul
Account Planning: Karthik Narayan