afaqs!

Get rid of roaches in 20 dots

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | October 23, 2014
Lowe Lintas' sequel for the Hit Anti Roach Gel campaign urges consumers to use the product correctly to get rid of a common menace.

 HIT Anti Roach Gel Apply 20 dots campaign

Kitchens, in most households, have many nooks and corners which become the breeding ground for roaches. In a bid to rid kitchens of this menace, Godrej has rolled out a second campaign for its brand Hit Anti Roach Gel, explaining the correct usage of the product. The TV campaign is set in a middle class household and takes the humorous route to explain to consumers that it takes just 20 dots of Hit Anti Roach Gel to kill roaches.

Ajay Dang

Arun Iyer

Executed by Lowe Lintas, the campaign features a grandfather with a hearing impairment. He keeps repeating himself asking his grandson to put 20 dots of Anti Roach Gel in different corners of the kitchen so that the cockroaches get killed. The frustrated grandson comes to him and puts his hearing aid in place announcing he has followed the instructions. The ad ends with the brand proposition with the 'Aayenge Khaayenge Aur Jadd Se Marr Jaayenge.'

Launched in 2012, Hit Anti Roach Gel's launch campaign highlighted the packaging and how to use the product. However, a post-launch evaluation brought to light the fact that some users were unhappy with the product owing to incorrect product usage. The second campaign aims to clear doubts and urge consumers to use the product correctly.

The product comes in a dispenser pump packaging and the company claims that one application provides relief from roaches for 45 days. The gel has to be applied along cupboard door hinges, edges of shelves, cracks and crevices. Hit Anti Roach Gel 20 g is priced at Rs 125.

Ajay Dang, VP - marketing, Godrej Consumer Products says, "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 HIT Anti Roach Gel and get a roach free house in just 20 dots."

Elaborating on the creative approach that was followed for the campaign, Arun Iyer, national creative director - Lowe Lintas + Partners notes, "While the brief was functional and product focused;, it was important to ensure two key things - maintain the kind of Hit humour that audiences have come to expect and also make sure that every person who saw the film even once was left with the clear message of a minimum of 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 and digital.

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