Conceptualised by Lowe Lintas, the campaign helps introduce a new format in the insecticide category effectively
BestMediaInfo Bureau | Delhi | April 8, 2013
Godrej Consumer Products Ltd (GCPL) has launched a unique gel based insecticide, HIT Anti-roach gel, that helps eliminate roaches. It is a revolutionary, first of its kind gel-based insecticide in the country. The launch of the product has been done with an extensive 360 degree communication that clearly defines the product and its outcome across its communication platforms with a tagline “Aaenge, Khaenge and Jad se Maar Jaenge”.
The campaign conceptualised by Lowe Lintas & Partners is aimed at simply amplifying the product feature without adding any layers to the already incredible message. In our new world, thanks to HIT Anti-Roach Gel, cockroaches now kill other cockroaches. Hence, for any human to kill a cockroach is heinous and unthinkable. The TVC is well ideated and executed with a tinge of humour to communicate the key features of the product and its application while also highlighting the menace of household insects.
The film starts with two friends chatting in a room and in between their conversation one of them eyes a cockroach on the wall and kills it with his slipper. The other friend panics and rushes to the rescue of the cockroach and tries to save it. Surprisingly, he laments the death of the cockroach which leaves his friend puzzled. The friend then explains how one cockroach which consumes the anti-roach gel effectively leads to eliminating its entire colony. The gel attracts cockroaches that in turn ingests it and dies. Other cockroaches feed on the dead cockroach and get poisoned, leading to elimination of the whole nest, thus giving freedom from cockroaches for 45 days with each application.
The message and application of the product is effectively portrayed through animation giving the TVC a very young and energetic feel. The ad cleverly talks about the features and applications of the product with a sense of humor which will help not only help create a brand recall but only connect well with the audience.
Arun Iyer, National Creative Director, Lowe Lintas, explained, “HIT Anti Roach Gel is a truly revolutionary product. It’s unlike the other solutions that are available in the market. It is a boon for consumers, instead of them running behind cockroaches, this gel attracts cockroaches. What we have done is encapsulate this seemingly complicated message in a humorous way so it doesn’t get lost on the consumer and ends up putting a smile on their face. The sign-off ‘Cockroach Aayenge, Khayenge aur Jad se Marr Jayenge’ closes the loop and acts as a strong leave behind for consumers about what this product does.”
“HIT is the market leader in the cockroach killer spray segment and has more than 80 per cent market share. With its 22 years of knowledge-base in the insecticide category, the brand understands consumer need gaps clearly. We have conducted in-depth market research and product tests, and are confident about the product’s ability to expand and extend our leadership for the years to come,” Ajay Dang, VP - Marketing, Godrej Consumer Products, said.
However, the communication was a big challenge with multiple tasks. To begin with, it had to introduce a novel product theory and highlight the benefits of the new format. “Given that the product is a novel concept, the task essentially was of educating the consumer on the virtues of the product. The challenge here was to make it edutainment, and not just education. The other fact also was that, unlike the aerosol which requires active human intervention in elimination of cockroaches, the only human intervention with the Hit Anti Roach Gel is in the application of the gel – since the cockroach then takes over the task of killing itself and its community. The challenge again was to ensure that the communication didn’t do away with the human and as a result humour angle to an otherwise straightforward product application and action demonstration,” said Shantanu Sapre, EVP, Lowe Lintas.
Agency: Lowe Lintas & Partners
Business: Shantanu Sapre, Bhuvnesh Joshi, Sneha Nair, Shweta Iyer
Creative: Arun Iyer, Ashwin Varkey, Subodh Menon, Varun Panjwani, Reshma Tonse, Virendra Vilankar, Amit Hoiyani
Planning: Devika Sharma, V Ganesh
Producer: Jamic Films
Director: Nikhil Rao