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Godrej Lal Hit tackles the cockroach menace head-on

Lowe Lintas Mumbai keeps the communication for the campaign simple and straightforward and puts the mother at the centre of the film

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Godrej Lal Hit tackles the cockroach menace head-on

Godrej Lal Hit tackles the cockroach menace head-on

Lowe Lintas Mumbai keeps the communication for the campaign simple and straightforward and puts the mother at the centre of the film

BestMediaInfo Bureau | Mumbai | June 30, 2015

Godrej-Lal-Hit-TVC Click on the image to watch the TVC.

Following up on with its brand messaging of 'cockroaches spread diseases', Lowe Lintas Mumbai has unveiled a new campaign for Godrej's Lal Hit brand. Taking a different approach this time around, the brand seeks to target women who depend on chalk and home remedies to solve the “roach” issue.

Women today are extremely particular about their housekeeping etiquettes. There is a serious and conscious effort to make sure that their family is protected from diseases. While they are aware that the presence of cockroaches at home is not a healthy sign, their belief is that their current solution, that is, chalk, boric powder, etc., is good enough to keep cockroaches at bay and hence, she has no reason to opt for a change. However, cockroaches have their own hideouts and these solutions are ineffective in killing these cockroaches that often cause various illnesses.

With this as the driving point, the new campaign gives women a compelling reason for adopting Lal Hit, which with its unique seek-and-kill applicator reaches even the difficult and hard-to-reach corners and kills the hidden cockroaches. This is what distinguishes Lal Hit from other ineffective offerings.

Ajay Dang, Head - Marketing, Home Care, Godrej Consumer Products, commented, “A mother always does her best to keep her family and child healthy. Through her regimen and choice of solutions, she achieves this goal every day. Poor solutions and lack of information at times gives her a false sense of security. And her effort fails despite her trying her best. Similar is the situation when she uses a chalk or home remedy solution to keep cockroaches at bay. These solutions do not eliminate hidden cockroaches which spread disease by contaminating food and wares in the kitchen.”

“The communication is simple and straightforward, highlighting the fact that cockroaches spread diseases like food poisoning, diarrhoea and dysentery. The key idea was to inform the mother on how solutions like chalks and home remedies are ineffective in killing hidden cockroaches and, therefore, put her family's health at risk. The creative line summarises the key consumer benefit of Lal Hit 'chupega to bhi nahin bachega',” he added.

Elaborating on the creative approach that was followed for the campaign,

Arun Iyer Arun Iyer

Arun Iyer, National Creative Director, Lowe Lintas + Partners, said, “While the brief was very direct and clear, the task to make people change their current regimen is always difficult, especially in a low involvement category. With our target group (mothers), we realised that it's not just the kid's health and well-being that is entrusted to her, but even the ill health of the child is something she is held responsible for. So our creative idea puts the mother at the centre of the film and amplifies how she gets blamed for the child falling ill, whereas the real reason is not her, but her reliance on ineffective cockroach solutions.”

The campaign has recently gone on air and will be played across major entertainment, news and sports channels in India. The on-air campaign will be supported by a plethora of activities on other media platforms like print, radio, digital, etc., soon.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Godrej Consumer Products

Brand: Lal Hit

Client Team: Sunil Kataria, Ajay Dang, Chandan Kumar

Creative agency: Lowe Lintas Mumbai

Creative Team: Arun Iyer, Jaywant Dabholkar, Shishir Kapre, Mayank Yadav, Sarfaraz Siddiqui, Deepak Nare, Vinod Janardanan

Account Management: Shantanu Sapre, Danny Nathani, Sneha Nair, Shweta Iyer

Planning: Rishabha Nayyar, Shipra Chinchankar

Info@bestmediainfo.com

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