MUMBAI – With the initial campaign delivering good results for the brand, Lowe Lintas India has unveiled a sequel to HIT Anti Roach Gel that informs consumers to not kill cockroaches, but just count to 20.
HIT Anti Roach Gel, a revolutionary, innovative product was launched in the year 2012 with the ‘Aayenge Khaayenge Aur Jadd Se Marr Jaayenge’ campaign. Since HIT Anti Roach Gel is a one-of-a-kind product available in the market, there was a bouquet of unique features that needed to be presented to the consumers.
While the launch campaign elements and the packaging were clear on how to use the product, however, a post-launch evaluation brought to light a fact that some users were not singing praises of the brand as desired. After analysing consumer attitude towards the brand, the team at Lowe Lintas were able to conclude that the unhappiness and doubt on product efficacy stemmed from incorrect product usage.
As HIT has always put the consumer first, it thus became important for the brand to ensure that HIT Anti-Roach Gel met consumer expectations and more importantly solved consumer roach problems completely. Thus, the next step that had to be taken was: to launch a ‘How to use correctly’ film that had to be clear, non-preachy and most certainly sticky.
Sharing his thoughts on the new campaign, Ajay Dang, VP – Marketing, Godrej Consumer Products Limited said, “We have a great product in HIT Anti Roach Gel. We need to ensure that our consumers get best results by using it in the right way. 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. The film is successful in communicating this message in the typical HIT style.”
The campaign created by Lowe Lintas delves on how by using just 20 dots, one can rid one’s house of all roaches. Elaborating on the creative approach that was followed for the campaign, Arun Iyer, National Creative Director – Lowe Lintas + Partners said, “While the brief was very functional and product focused; it was important to ensure two key things, we maintained the kind of HIT humour that audiences have come to expect from us and also that every person who saw the film even once was left with the clear message of – minimum 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, digital, etc.
Credits:
Client: GODREJ HIT
Client Team: SUNIL KATARIA /AJAY DANG/ CHANDAN KUMAR/ ANUJ GOYAL/ AMRITA SUNDAR
Agency: LOWE LINTAS
Creative Team: ARUN IYER / ASHWIN VARKEY / SUBODH MENON/ VIRENDRA VILANKAR/ AMIT HOIYANI / SHELDON FONSECA
Account Management: SHANTANU SAPRE/ DANNY NATHANI / SNEHA NAIR/ SHWETA IYER
Planning: NINAD UMARGEKAR / SHIPRA CHINCHANKAR
