Godrej Hit rolls out social campaign on mosquitoes

19 Aug,2016

By A Correspondent

 

Like every year, people are facing severe mosquito infestation with the onset of monsoon. Following the heavy rains in Mumbai and Delhi over the weekend, many twitterati’s started conversations around how annoyed they are about mosquitoes and to what extent are they ready to go to #Killmosquitoes.

 

Tracking these conversations, Kala HIT chose an innovative approach to reach out to the netizens through an interactive digital campaign called “101 ways of killing mosquitoes”. The brand built on this conversation by converting some of the wacky ways of killing mosquitoes into creative content pieces such as gifs, short videos etc. With this HIT also revealed the most convenient way of killing mosquitoes - New Kala HIT with Lime flower fragrance, which kills mosquitoes instantly.

 

To spread the word of securing one’s personal space from mosquitoes, HIT launched a contest that invited netizens to participate by sharing more whacky ideas to kill mosquitoes. The contest got a roaring response with extremely funny user generated creative content and the top 101 ways of killing mosquitoes have been populated on the campaign microsite www.hittokill.in. People still stand a chance to test their creative abilities and win prizes.

 

Sharing his thoughts on the new campaign, Ajay Dang, Head Marketing, said, “Kala HIT is the undisputed leader in the home insecticide aerosol segment, to further drive penetration of aerosol format it has introduced a new variant called HIT Lime Flower Fragrance, that kills mosquitoes instantly and leaves behind a pleasant lime flower fragrance. The dual benefit of instant efficacy and pleasant fragrance makes Kala HIT Lime flower fragrance an exceptionally convenient solution to kill mosquitoes hiding in the corners of the home. To make the consumers aware of the dual benefit, the digital campaign of “101 ways of killing mosquitoes” has been launched.

 

The campaign is based on the consumer insight of how the nuisance caused by hidden mosquitoes brings everyday life to a grinding halt, forcing us to react with anger. Current measures to eliminate hidden mosquitoes, are arduous, and often fail. No wonder, consumers feel angry and annoyed. Kala HIT Lime flower fragrance has been introduced as an exceptionally convenient way of killing even the hidden mosquitoes. The response from netizens has been very encouraging and we are sure that this campaign will drive awareness and induce trial of the new variant – HIT Lime flower fragrance!.”

 

Commenting on the campaign idea, Parag Shahane, Unit Creative Director, LinTeractive said: “Revenge is an integral part of a human mind and one can go to any lengths to express it. By using this insight, we wanted to bring out the rage and physicality of wanting to kill mosquitoes through exaggerated, funny videos which will lead them to the microsite housing the 101 ways of killing mosquitoes. Users were told to upload their views on ways of killing mosquitoes, where the best 101 ways will be featured on the microsite. Through this campaign, the attempt was to drive engagement and deliver the message that Kala Hit Lime is a convenient way of killing mosquitoes.”

 

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