Godrej HIT has rolled out an ad film for its product variant Kala Hit. The film has been conceptualised by Lowe Lintas & Partners and went on air on 16 July.
Set in a household, it features the lady of the house instructing the maid mopping the floor to do a corner of the room. The maid retorts that she’ll do it for two lakh rupees. Even as everyone looks at her astonished, the maid continues to quote astronomical prices for cleaning all the corners of the house, adding up to Rs 11 lakh. At this point, a male domestic help speaks up and tells the maid that she’s lost it. He offers to do it for Rs 8 lakh, stunning the bewildered lady. It is revealed that the people cleaning the house are asking for ridiculously high rates to clean the corners because danger lurks there in the form of mosquitoes. Kala HIT is presented as the solution.
Ajay Dang, head marketing – home care, Godrej Consumer, said, "Today consumers use various mosquito solutions to drive away mosquitoes, these solutions make consumers feel that their problem is completely solved but in reality mosquitoes keep hiding in the remote and difficult corners of our home, posing serious threat to their health and well-being.”
“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. HIT can be used in addition to other mosquito repellent solutions to effectively control the mosquito menace. Our homes are cluttered with the things that we keep acquiring. The Kala HIT campaign shows how this clutter has created several corners for dangerous mosquitoes to hide and strike at ease to spread disease. While all other mosquito repellent solutions fail to solve this problem, only Kala HIT with its aerosol action promises to effortlessly reach even the remotest and most difficult corners in our home and kill every single hidden mosquito because of its unique ability to reach deep into the corners and deliver instant drop dead action,” he added.
Arun Iyer, national creative director, Lowe Lintas, said, "The brief was very straightforward but the problem was very unique. The fact that mosquitoes hide in corners is something all of us have encountered in our lives, but it has never led to any change in our mosquito solution regime. We had to find a way to make people realise the importance of including the action of spraying in corners as a part of their evening mosquito routine. For this we borrowed from a pet peeve of all home–makers: the house helps always find ways to skim on their work, especially work that requires more effort on their part – like cleaning in the corners or below furniture. Thus, forcing the home-makers to keep a close eye on them. Our creative idea takes a dig at this very situation and leaves the audience with the key message ‘Ghar ka har kona hai dangerous, isiliye Kala HIT' (Every corner of the house is dangerous, hence Kala HIT).”
Client: Godrej HIT
Client team: Sunil Kataria, Ajay Dang, Chandan Kumar, Rishabh Bansal
Creative agency: Lowe Lintas Mumbai
Creative team: arun iyer, Shishir Kapre, Mayank Yadav, Sarfaraz Siddiqui, Deepak Nare, Vinod Janardanan
Account management: Shantanu Sapre, Danny Nathani, Sneha Nair, Shweta Iyer
Planning: Rishabha Nayyar, Shipra Chinchankar
Production house: Jamic Films
Director: Nikhil Rao