Conceptualised by Lowe Lintas & Partners, the TVC is based on the insight that even health conscious housewives tend to ignore the fact cockroaches in homes are carriers of diseases
BestMediaInfo Bureau | Delhi | December 17, 2012
Women today, whether housewives or working women, are extremely particular about their housekeeping, and have become very health conscious as well. There is a serious and conscious effort to cook healthy food and keep their house neat and clean to make sure that their family is protected from any kind of illness. However, the same woman is not aware that cockroaches pose a huge risk to the health of her family. The latest campaign for Godrej HIT, conceptualised by Lowe Lintas and Partners, is based on this insight. The campaign, instead of just telling people to kill roaches with HIT, which they already know, aims to educate people on the ‘why’.
Cockroaches are considered dirty and gross but not necessarily disease causing. Which is why getting rid of cockroaches is not a mandate. A specialist cockroach killing solution like HIT, therefore, is not relevant enough for them in their day to day use. What it means for HIT as a brand is that while it stands for efficacy – instant killing of even hidden cockroaches and has the highest market share in its format – it still forms only a very small part of the overall household insecticide category.
“While nearly eight out of ten homes say they face a cockroach problem, very few people use any solution since they are treated as yucky. Doctors the world over say cockroaches not only live in dirty places but are also carriers of diseases. With the rampant urbanisation in India and changing consumer lifestyles, home structures and the introduction of modular kitchens, this problem is only increasing. As a leader, it’s our task to educate the consumers about the diseases caused due to cockroaches. HIT is considered as the most efficacious product in the aerosol category and helps eradicate the problem from its root,” said Ajay Dang, VP - Marketing, Godrej Consumer Products
The communication task therefore was to make HIT more relevant by clearly establishing the fact that cockroaches are dangerous and harmful and, in turn, rouse women from inaction and apathy towards the menace of cockroaches. And the best way to do this is by making women aware of the fact that cockroaches breed and live in filth and can spread diseases like typhoid, gastro, food poisoning and diarrhoea.
“The campaign thought of ‘Ungli nahi, HIT uthao’ came from the consumer insight that generally people have a tendency to blame external factors for any kind of illnesses that have cropped up in the family, whereas the problem could very well be at their homes itself. The two commercials have been created with a slice of life emotion and have an authoritative character in each of them who are hurt by the protagonist’s accusation of holding them responsible for the reason behind the illnesses while the problem is the cockroaches in their home,” said Arun Iyer, National Creative Director, Lowe Lintas and Partners.
The film was shot by Curious Films and directed by Vivek Kakkad.
Client: GCPL - HIT
Agency: Lowe Lintas and Partners
Business: Shantanu Sapre, Bhuvnesh Joshi, Sneha Nair, Shweta Iyer
Creative Team: Arun Iyer, Ashwin Varkey, Subodh Menon, Varun Panjwani, Reshma Tonse, Virendra Vilankar, and Amit Hoiyani
Planning Team: Devika Sharma, V Ganesh
Producer: Curious Films
Director: Vivek Kakkad