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Godrej Kala Hit targets dengue mosquitoes: Kill it before it kills you

The campaign, conceptualised by Lowe Lintas, glorifies the act of killing dengue mosquitoes while communicating how life-threatening they can be

BestMediaInfo Bureau | Mumbai | August 25, 2014

Godrej-Kala-Hit Click on the image to watch the TVC.

Dengue has emerged as the world’s fastest growing vector-borne disease. This startling fact has been highlighted in Godrej Kala Hit’s new TVC titled ‘Bhagao Nahi, Maro’. The campaign has been conceptualised by Lowe Lintas and is built around the core idea of ‘Kill it before it kills you’.

What makes dengue more lethal is that it spreads very rapidly in urban areas and its symptoms are difficult to diagnose. It is a debilitating disease, which often leads to hospitalisation and in extreme cases, death. The fact that there is no vaccine yet for the disease makes it even more dreadful.

The TVC features two families who meet over tea after a long time. One of the families go on and on about their son who does nothing but kill mosquitoes, sitting all day at home. The family talks nothing about its other son who is a Senior Manager. The TVC is funny, but sends across a strong message that ‘Dengue ke machchar ko marne se bada koi kaam nahi’ (there’s no bigger job than killing dengue mosquitoes).

Arun Iyer Arun Iyer

Elaborating on the concept, Arun Iyer, National Creative Director, Lowe Lintas, said, “In order to make people aware about this new and unique dengue mosquito, our starting point was people’s casual attitude towards mosquitoes and how we could alter it. We decided to flip this casual attitude on its head and came up with the idea ‘Dengue ke machchar ko marne se bada koi kaam nahi’. We thus dramatised ‘killing mosquitoes’ as the most glorious job ever.”

Ajay Dang, VP - Marketing, Godrej Consumer Products, said, “Successful campaigns to fight diseases across the globe have one thing in common – a powerful and simple message and a direct call to action. HIT’s fight against dengue mosquito stems from this very philosophy. The simple message of ‘Bhagao Nahi, Maaro’, and the call to action of using the most efficacious mosquito solution, Godrej Kala Hit, is the best.”

The campaign went live on August 18, and is being aired 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 and outdoor.

The TVC:



Client: Godrej Hit

Agency: Lowe Lintas

Creative Team: Arun Iyer, Aswin Varkey, Subodh Menon, Virendra Vilankar, Varun Panjwani, Amit Hoiyani, Sheldon Fonseca

Account Management: Shantanu Sapre, Danny Nathani, Sneha Nair, Shweta Iyer

Planning: Ninad Umargekar, Shipra Chinchankar

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