Godrej launches new digital film for Hit

28 Oct,2021

By Our Staff


Godrej Hit, the insecticide brand, has unveiled a new digital film for the festive season. Centered around Lal Hit, the variant which promises to reduce cockroach infestation, this film is a satirical take on the annual Diwali cleaning ritual.


Sharing his thoughts on the film, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL), said: “There is a lot of optimism in the air as we approach the festival season. We wanted to do something that would spread the message of cleanliness in an unusual manner. Cleaning of homes is an important ritual not just to eliminate pests like cockroaches and ensure a safe environment; this activity also has a deeper, symbolic meaning. Through this light-hearted campaign, Godrej Lal HIT has a refreshing take on cleanliness, encouraging people to clean their homes of old harmful memories along with toxic memories for a happy and safe Diwali.”


Commenting on the film, Amar Singh, Regional Creative Officer at Lowe Lintas added: “The practice of pre-festival deep cleaning is a very relatable one across the country. And the thing is, when you go that deep, you never know what you might find. Our film, conceived by Rajat Dawar, Vishal Bagade and Stuti Dixit, plays on this to remind us of the nuisance and hazard of cockroaches and of the fact that Lal HIT needs to be an essential part of our cleaning. Deep or otherwise.”


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