Campaign India Team
Jan 06, 2021

Patience not a virtue for Godrej Kala HIT victims

Watch the film conceptualised by Lowe Lintas

Godrej HIT, the household insecticide brand from the Godrej Consumer Products stable unveiled a new TVC for Kala HIT Lime. The film emphasises the product’s USP to kill mosquitoes causing diseases such as Malaria, instantly.  
The story is about a grandmother who advises her complaining grand-kid to have patience with the mosquitoes biting him. She is then interrupted by a preacher on television, who points out that patience in this case could lead to an increased spread of diseases. 
Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products (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, 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 and 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'.”
Campaign India

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