Godrej Kala Hit takes the educative route to tackle mosquito menace

Conceptualised by Lowe Lintas, the campaign talks about how danger lurks in every corner of the house as mosquitoes find them to be good breeding grounds

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Godrej Kala Hit takes the educative route to tackle mosquito menace

Godrej Kala Hit takes the educative route to tackle mosquito menace

Conceptualised by Lowe Lintas, the campaign talks about how danger lurks in every corner of the house as mosquitoes find them to be good breeding grounds

BestMediainfo Bureau | Mumbai | July 21, 2015

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

Godrej Hit has been constantly working towards providing protection from pest related diseases. True to the brand philosophy of 'Kill Pests Kill Diseases', Hit has taken its role as an educator quite seriously.

For years, the brand has been talking about how malaria is a threat that needs to be taken seriously. In fact, over the last couple of years it has extended its communication to include another serious disease caused by the mosquito – dengue. Pre-empting the increase in dengue cases across the country, the brand started the journey of educating people about the dangers that emanate from a bite by the dengue mosquito. Adding to these were the various initiatives that were undertaken by the Government and NGOs that resulted in the Indian audiences being well-informed about the deadly disease.

However, despite the efforts that went in, there wasn't any significant drop in malaria and dengue cases that were reported across the country. Hit took up this challenge and soon realised that more than 75 per cent of India is doing something about their mosquito problem, but it wasn't good enough, simply because the real problem was hidden from them – hidden away in corners.

Mosquito studies have shown that they hide in dark corners inside homes, safe from the various mosquito repellents. Armed with this information, Godrej Hit and Lowe Lintas Mumbai have unveiled a new campaign to further educate people on this new finding. The campaign talks about 'ghar ke har kone mein hai danger', wherein corners become good hiding spots for mosquitoes. Additionally, it reveals the most common hiding places in our homes – under beds and sofas, behind the curtains or cupboards, etc. Being an aerosol, Kala Hit has the ability to reach the mosquitoes in their hide-outs and eliminate them.

The TVC shows a woman asking her maid to clean the corners, who charges Rs 11 lakh just to do that cleaning! Taken aback, the woman asks about the exorbitant charges at which point her male servant says that he will do the same job for just Rs 8 lakh. It is then revealed that the high sum for cleaning the corners is because they, along with spots under the beds and sofas, are danger areas where mosquitoes breed with impunity.  Godrej Kala Hit is presented as an effective solution to this menace.

Ajay Dang, Head, Marketing - Home Care, Godrej Consumer, commented, “Today, consumers use various mosquito solutions to drive away mosquitoes, these solutions make consumers feel that their problem is completely solved, but in reality mosquitoes keep hiding in the remote and difficult corners of our home, posing serious threat to their health and wellbeing.”

“Kala Hit has built consumer relevance by consistently driving the message, that even a single mosquito is dangerous as they spread deadly diseases like dengue and malaria. Hit can be used in addition to other mosquito repellent solutions to effectively control the mosquito menace. Our homes are cluttered with the things that we keep acquiring. The Kala Hit campaign shows how this clutter has created several corners for dangerous mosquitoes to hide and strike at ease to spread disease. While all other mosquito repellent solutions fail to solve this problem, only Kala Hit with its aerosol action promises to effortlessly reach even the remotest and most difficult corners in our home and kill every single hidden mosquito because of its unique ability to reach deep into the corners and deliver instant drop dead action,” he added.

Arun Iyer Arun Iyer

Elaborating on creative approach, Arun Iyer, National Creative Director, Lowe Lintas, said, “The brief was very straightforward, but the problem was very unique. The fact that mosquitoes hide in corners is something all of us have encountered in our lives, but it has never led to any change in our mosquito solution regime. We had to find a way to make people realise the importance of including the action of spraying in corners as a part of their evening mosquito routine. For this we borrowed from a pet peeve of all home-makers – the house helps always find ways to skim on their work, especially work that requires more effort on their part – like cleaning in the corners or below furniture thus, forcing the home-makers to keep a close eye on them. Our creative idea takes a dig at this very situation and leaves the audience with the key message of 'Ghar ka har kona hai dangerous, isiliye Kala Hit'.”

The campaign went live from July 16 and will be played across major entertainment, news and sports channels in India. This campaign will be supported by activities on other online and offline media such as print, radio, digital, etc., soon.

The TVC:


Client: Godrej HIT

Client Team: Sunil Kataria, Ajay Dang, Chandan Kumar, Rishabh Bansal

Creative agency: Lowe Lintas Mumbai

Creative Team: Arun Iyer, Shishir Kapre, Mayank Yadav, Sarfaraz Siddiqui, Deepak Nare, Vinod Janardanan

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

Planning: Rishabha Nayyar, Shipra Chinchankar

Production House: Jamic Films

Director: Nikhil Rao