Hit kicks off the 'Kill Malaria' movement

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | August 17, 2010
Godrej urges citizens to form 'Hit Squads' to educate neighbours on the causes of malaria and preventive measures to safeguard against it

Godrej Household Products' insecticide spray, Hit recently kicked off a nationwide 'Kill Malaria' campaign with the tagline, 'Ek bhi machar nahi bachega'. The movement is focused in the top six metros, namely Mumbai, New Delhi, Kolkata, Chennai, Hyderabad and Bengaluru.

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The movement urges citizens to form 'Hit Squads', which will be armed with information and will be encouraged to educate neighbours on the causes of malaria and preventive measures to safeguard against it. The Kill Malaria campaign expects to touch about 4.5-5 lakh citizens, by reaching out to residential societies.

The campaign will also be taken to more than 100 corporate offices in each of the six cities, where HR teams would be encouraged to form the 'Hit Squad', and spread awareness about malaria among other employees.

As part of the launch, TV actors Hina Khan (from Yeh Rishta Kya Kehlata Hai) and Nandish Sandhu (from Uttaran) pledged support for the movement, along with residents of the Shardasharam society in Dadar, Mumbai. Kids from the local society performed a skit as well, informing people about the dangers of mosquitoes.

The event also saw the launch of the website,, which will allow citizens to spread the message to fight against malaria, and also give them information about how to keep the fatal disease at bay.

Kapil Dev Pillai, category head, household insecticides, Godrej Household Products, says, "Our experience indicates that people tend to take less precaution when there are few mosquitoes around. With this people-led movement and the launch of the Hit Kill Malaria website, we intend to spread the awareness that even a single mosquito is dangerous and can cause this fatal disease. As a brand, Hit promises to kill all mosquitoes completely; but we want to go beyond and encourage people to take responsibility to spread awareness about this deadly disease and on precautions against it."

Godrej Household Products Limited, formerly known as Godrej Sara Lee, also has brands such as Good Knight and Jet.

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