The household insecticide brand, Godrej HIT, announces the release of its new TVC for Kala HIT Lime which is the brand’s mosquito-killing product. The product stops the spread of diseases like dengue and malaria and the film emphasizes on its effectiveness in curbing and killing mosquitoes. Encouraging people to take instant action against mosquito problems in their homes, this TVC which has been conceptualized by Lowe Lintas uses humour to highlight this serious concern.
The film opens with a grandmother watching a preacher on TV when his grandson starts complaining to her about mosquitoes biting him. She replies with the famous old Indian saying of “having patience leads to fruitful results”, but suddenly the preacher comes to life pointing out the wrong in her sentence. He explains, in this case, if they wait, it could lead to dengue or malaria! Elaborating this, the child’s mother enters, and tells the grandmother about how the longer mosquitoes live, the greater the risk of diseases. The grandma thus learns the moral of the story and that is to kill the mosquitoes instantly with Kala HIT Lime, as soon as you spot them. The TVC hence highlights how the product is an instant killer of mosquitoes.
Sharing his thoughts, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL), said, “Godrej Kala HIT has built consumer relevance by consistently driving the message, that even a single mosquito is dangerous as they spread deadly diseases like dengue and malaria. The new TVC shows how important it is to instantly kill mosquitoes and not wait it out as they pose a larger risk of infection and diseases. Only Kala HIT Lime with its instant kill action can be trusted to effortlessly kill mosquitoes. Kala HIT Lime does this efficiently and leaves a pleasant fresh fragrance.”
Shantanu Sapre, Executive Director at Lowe Lintas, said, “The task for us was to find a unique and insightful way to land the ‘Instant Kill’ benefit and to create an urgency among people to tackle the mosquito menace. The Group Creative Director duo Navin Chawla & Vishal Bagade found the campaign idea in the popular Indian adage “Sabar ka Phal Meetha hota hai”. Our creative idea challenges and takes a dig at it – in a simple yet humorous way lands the brand’s counter of not postponing the act of killing mosquitoes as “Sabar ka Phal could be Dengue or Malaria.”
Watch the TVC here.