Hit: 20 dots make a roach-free house

Lowe Lintas has created a new TVC for HIT that emphasises on how to use the HIT Anti Roach Gel, after realising that consumers were dissatisfied with the efficacy of the product owing to its incorrect usage

BestMediaInfo Bureau | Mumbai | October 22, 2014

Click on the image to watch the TVC.

Hit Anti Roach Gel has launched a new campaign which urges consumers not to kill cockroaches, but just count till 20. The campaign, conceptualised by Lowe Lintas, delves on how, by using just 20 dots, one can rid one's house of cockroaches.

Arun Iyer

Elaborating on the creative approach, Arun Iyer, National Creative Director, Lowe Lintas, said, “While the brief was very functional and product focussed, it was important to ensure two key things. We maintained the kind of Hit humour that audiences have come to expect from us, and also that every person who saw the film even once was left with the clear message of 'minimum 20 dots in each room' for best results.”

Ajay Dang, VP - Marketing, Godrej Consumer Products, said, “We have a great product in Hit Anti Roach Gel. We need to ensure that our consumers get best results by using it in the right way. The first film concentrated on creating awareness about a disruptive innovation in the category. This film is sure to get the message clear on how to use Hit Anti Roach Gel and get a roach-free house in just 20 dots. The film is successful in communicating this message in the typical Hit style.”

The campaign will be played across all major television channels and will also take the traditional media routes including outdoor and digital.

The Hit Anti-Roach gel was launched in the market in 2012 with the 'Aayenge Khaayenge Aur Jadd Se Marr Jaayenge' campaign. But, while the launch campaign elements and the packaging indicated how to use the product, a post-launch evaluation brought to light that some users were not singing praises of the brand as desired. After analysing consumer attitude towards the brand, the agency found out that the dissatisfaction and doubt on product efficacy stemmed from incorrect product usage.

It, thus, became important for the brand to ensure that Hit Anti-Roach Gel met consumer expectations, and, more importantly, solved consumers' roach problems completely. Thus, the next step that had to be taken was to launch a 'how to use correctly' film, that had to be clear, non-preachy and, most certainly, sticky.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Godrej Hit

Agency: Lowe Lintas

Client Team: Sunil Kataria, Ajay Dang, Chandan Kumar, Anuj Goyal, Amrita Sundar

Creative Team: Arun Iyer, Aswin Vakrey, Subodh Menon, Virendra Vilankar, Amit Hoiyani, Sheldon Fonseca

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

Planning: Ninand Umargekar, Shipra Chinchankar

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