This Diwali, Godrej crafts a plan to hit cockroaches

21 Oct,2014

By A Correspondent


With the initial campaign delivering good results for the brand, Lowe Lintas India has unveiled a sequel to Hit Anti Roach Gel that informs consumers to not kill cockroaches, but just count to 20.


While the elements and packaging of the launch campaign in 2012 were clear on how to use the product, , a post-launch evaluation brought to light a fact that some users were not singing praises of the brand as desired. After analysing consumer attitude towards the brand, the team at Lowe Lintas were able to conclude that the unhappiness and doubt on product efficacy stemmed from incorrect product usage.


Sharing his thoughts on the new campaign, Ajay Dang, VP – Marketing, Godrej Consumer Products Limited 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 second film is sure to get the message clear, on how to use the product and get a roach-free house in just 20 dots. The film is successful in communicating this message in the typical Hit style.”


Arun Iyer

Elaborating on the creative approach that was followed for the campaign, Arun Iyer, National Creative Director – Lowe Lintas + Partners said, “While the brief was very functional and product focused; 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.”


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


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