Godrej HIT, the household insecticide brand from Godrej Consumer Products (GCPL), has unveiled a new campaign to announce the launch of Kala HIT Mini.
As per the brand, Kala HIT Mini is an instant mosquito-kill, no-gas spray.
To drive awareness, HIT unveiled a new TVC emphasising how the product offers instant protection during high-mosquito infestation at an economical price-point.
Conceptualised by Bates CHI and Partners Indonesia, the film opens with a mother and child happily engrossed in filling up a piggy bank with money when a mosquito’s silhouette buzzes past the child. The mother turns around to see multiple shadows of deadly mosquitoes looming across the room and this awakens her protective side.
A single Rs 50 rupee note flies across the room into her hand and transforms into the new Kala HIT Mini no-gas spray. Like a superhero, the mother sprays Kala HIT Mini that leads to instant knock-down effect on mosquitoes.
Shekhar Saurabh, Category Head – Household Insecticide, Godrej Consumer Products Ltd (GCPL), said, “As lower income households have smaller rooms, expensive LPG based aerosol spray (designed for big rooms) is not the most suitable solution for them. To make the format affordable, HIT took the inspiration from no-gas deodorants and developed Kala HIT Mini no-gas spray. This product makes safe and smoke-free mosquito protection accessible for everyone especially lower income households. The TVC campaign is conceptualised to spread awareness of this format as well as highlight how this innovation empowers people to be protected from mosquitoes.”