Godrej Hit pushes 'lemon fragrance' offering through petrified thief

Godrej Consumer Products has rolled out a campaign consisting of TVC for the launch of its Kala Hit with 'lime fresh' fragrance. 

 

Conceptualised by Lowe Lintas, the film opens with a robber seeking refuge under a carpet right in the centre of the house as a family enters. The child wonders why the robber chose to hide there rather than at a corner. The robber informs them that he's scared of corners because of the threat of mosquitoes. The lady informs the robber that their house is free from mosquitoes and what is present now is only a fresh fragrance.

 

Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products, said, “Kala HIT is the undisputed leader in the home insecticide aerosol segment. Lime fresh fragrance is a key offering from Kala HIT, added to our portfolio in 2015. Killing dangerous mosquitoes hiding in every corner of the house and pleasant fragrance are the dual benefits people can derive from this aerosol variant. The TVC successfully highlights Kala HIT lime fresh as a convenient solution for households.”

 

Arun Iyer, chairman and CCO, Lowe Lintas, said, "The brief was simple, but two fold - we had to continue building relevance for the Aerosol format by educating people about the dangerous mosquitoes hiding in corners and also land the news about Lime Fragrance. The film beautifully captures both these key messages in a humorous way, which has been core to the brand DNA."