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Godrej Kala Hit’s new campaign creates awareness about malaria

Conceptualised by Ogilvy, the #KhatarnaakEmojis campaign features Soha Ali Khan and Divyanka Tripathi who put out fun emojis representing malaria symptoms on social media. They raised awareness about World Malaria Day and encouraged followers to do the same by sharing emojis and tagging the brand

On the occasion of World Malaria Day on April 25, household insecticide brand Godrej Kala Hit, from the house of Godrej Consumer Products Limited, unveiled a #KhatarnaakEmojis digital campaign featuring actress Soha Ali Khan and Divyanka Tripathi that aims to create awareness about malaria symptoms among people.


Mosquito killer Godrej Kala Hit used this inherent part of conversation to reaffirm an important message, #HitMalariaBack. The symptoms of malaria such as headache, vomiting, nausea, fever and shivering are very common and hence often ignored. To urge people to take these common symptoms seriously, Godrej Hit used the emoji equivalent of the same on social media in a fun way on World Malaria Day.


Conceptualised by Ogilvy, Godrej Hit’s #KhatarnaakEmojis campaign has been conducted across social media platforms such as Facebook, Twitter and Instagram. It features Soha, Divyanka and numerous social media influencers. All of them put out social media posts and used fun emojis that represent malaria symptoms of headache, fever, shivering, nausea and vomiting. These influencers raised awareness of World Malaria Day and encouraged their followers to spread awareness of malaria symptoms by sharing emojis and tagging Godrej Hit in it.

The campaign has already reached over 12 million people through various influencers who are supporting the cause.


Sunil Kataria, CEO (India & SAARC), Godrej Consumer Products Limited (GCPL), said, “94% of India’s population is still at risk of malaria, as per World Malaria Report 2018. Every year, malaria takes its toll on many lives, most of them children. As leaders in the home insecticide category with brands like Godrej Hit, GCPL is committed to invest more in awareness campaigns that will contribute to achieve the larger goal of a malaria-free India. This campaign from Godrej Hit is an effort to educate consumers about the symptoms of malaria and how we can eradicate malaria. We have partnered with influencers who will be instrumental in amplifying awareness of the cause.”


“Godrej Hit has always delivered serious messages in a fun manner. In this light, we used fun emojis to #HitMalariaBack. Emojis are a powerful currency on social media. We leveraged their popularity to make people aware of the common symptoms of malaria by creating #KhatarnaakEmojis, a fun campaign that not only engaged fans but also educated them about the signs of malaria,” said George Kovoor, Group Creative Director, Ogilvy, on Godrej Hit’s #KhatarnaakEmojis campaign.

Instagram links:


Client: Godrej Hit, Godrej Consumer Products Limited

CEO (India & SAARC), Godrej Consumer Products Limited (GCPL): Sunil Kataria

Cretive Agency: Ogilvy

Group Creative Director, Ogilvy: George Kovoor

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