GCPL has launched an ad film for its HIT Anti-Roach Gel. Besides TV, the campaign conceptualised by Lowe Lintas and Partners will be seen on OOH and digital media.
The film is set in a middle class household and features an old man and his grandson. The key message that one needs to apply 20 dots in a room to kill hidden cockroaches is voiced by the grandfather, repeatedly. The younger man is irritated, because he is doing just that, but his grandfather seems to pay no heed. Finally, he moves closer to the old man and replaces the earpiece of his hearing aid. A voice over and visuals reiterate the film's key message.
The campaign stemmed from a post launch evaluation that revealed user dissatisfaction. Analysing consumer attitude, the agency was able to conclude that 'unhappiness and doubt on product efficacy stemmed from incorrect product usage', informed a Lowe Lintas statement.
Ajay Dang, VP - marketing, GCPL, 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.”
Arun Iyer, national creative director, Lowe Lintas and 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, 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'.”
Client: Godrej HIT
Creative agency: Lowe Lintas and Partners
Client team: Sunil Kataria, Ajay Dang, Chandan Kumar, Anuj Goyal, Amrita Sundar
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