MUMBAI, May 10, 2017 /PRNewswire/ --
Godrej Consumer Products Ltd. (GCPL), launches a new nationwide campaign with the tagline 'HIT Gel Stick, Cockroaches Ko Ghustey Hi Maare' to create awareness about the launch of their new variant - HIT Gel Stick. The well-crafted campaign with a filmy twist highlights the product's key offering of killing cockroaches right at the entry point and ensuring preservation of hygiene at your homes.
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While 80% of average Indian households grapple with cockroach problems, only 8% resort to branded solutions to combat them. There is lack of awareness about food poisoning being spread by cockroaches that prevents housewives to choose specialist solutions. In order to keep families protected from diseases like food poisoning, spread by cockroaches, GCPL has launched an innovative solution, HIT Gel Stick which acts as an affordable and powerful product for killing cockroaches' right at the entry point.
Looking at these alarming statistics, GCPL's new commercial of HIT Gel Stick re-establishes the effectiveness and long lasting solution, at the same time educates mothers about the fact that 'cockroaches spread food poisoning' and hence the best form of protection for the family is to kill them right at the entry point. Thoughtful, fun and endearing, the TVC blends Bollywood by showcasing one of Indian's biggest fantasies with cockroaches and their biggest fears. Indians are captivated by Hindi film heroes and Godrej's new campaign merges this movie-watching premise with roaches problems involving two friends, who make for an interesting conversation.
In a country that thrives on Bollywood, there couldn't have been a better way to infuse into their heads the need for cockroach prevention. This new TVC focuses on the HIT Gel Stick's new product, belonging to the stable of the HIT product line which promises to be an effective cockroach killer and professes that prevention is better than cure. The ad film is directed by Karan Shetty and produced by Madhukar Kotian and Vijay Carvalho.
The ad film begins with a mother watching a movie with her son and friend at home. As she reacts in awe on seeing her hero making a grand entry, her friend's immediate focus shifts to the cockroach entering the kitchen. While the mother gasps in pain at every deadly blow of her hero, the friend replicates the same heroics for the cockroach that's infecting the kitchen. As the film moves on to the climax, the friend tells the mother to ignore the hero and rather pay attention to the cockroaches entering her house that will cause food poisoning to her child. The mother pauses for a moment and the focus of the TVC shifts to the cockroach. The resemblance of the real and reel life scenes and their parallel portrayal in same sequence is what makes this TVC a slice of life!
Talking about the launch of HIT Gel Stick and the unique TV commercial, Sunil Kataria, Business Head - India & SAARC, Godrej Consumer Products Limited said, "When we conducted the research to understand the consumer preferences and behaviour, we came across various interesting findings. One of them was the low adoption of specialist cockroach solutions by mothers due to lack of awareness of the fact that cockroaches spread food poisoning. Also, when roaches enter the kitchen and contaminate food and utensils, they are seen only as unwanted intruders which disgust hence mothers settle for ineffective solutions to contain them.
Looking at this behavioural pattern of mothers, the launch of HIT Gel Stick is a strategic step towards building the cockroach solution category and the sustained media investment behind consumer education will drive relevance and lead to mass adoption of this new revolutionary product which will help in keeping the pest away from you and your family."
This nation-wide campaign will have a 360-degree marketing approach of killing the cockroaches right at the entry point and keeping the family safe from diseases like food poisoning.
Watch the TVC here: https://www.youtube.com/watch?v=ITNVFctpskI&feature=youtu.be
CREDITS: Fingerprint Films
Chief Executive Officer: Raj Gupta
Chief Creative Officer: Arun Iyer
National Planning Director: S Subramanyeswar
Business Heads: Shantanu Sapre
Planning Team: Rishabha Nayyar, Shipra Chinchankar
Creative Team: Shishir Kapre, Mayank Yadav, Sidhant Mago, Kunal Parkar, Deepak Nare, Jayant Mundekar, Srinjayi Sengupta
Account management: Danny Nathani, Sneha Nair, Shweta Iyer, Khyati Vora
Producer: Vijay Carvalho
Film Director: Karan Shetty
About Godrej Consumer Products Ltd:
Godrej Consumer Products Limited (GCPL) is a major player in the Indian FMCG market, with leading household and personal care products. Our brands, which include Good knight, Cinthol, Godrej No. 1, Expert, Nupur, aer, Hit, Fairglow and Ezee and Protekt are household names across the country. We are one of the largest marketers of toilet soaps in the country and are also leaders in hair colours and household insecticides. Four of our brands (Good knight, Cinthol, Godrej No.1 and Godrej Powder Hair Colour) are ranked among the 100 most trusted brands in the country by Economic Times - Brand Equity.
We are driven by our mission to continuously enhance the quality of life of consumers in high-growth markets with superior-quality and affordable home care, personal care and hygiene products. We also have a strong emerging presence in markets outside India. As part of increasing our global footprint, we recently acquired 60% rights in Cosmetica Nacional, a Chilean hair colour company. The acquisition of the pan-African Darling Group, and Rapidol and Kinky in South Africa have given GCPL leading positions in the fast-growing African ethnic hair care market. With acquisitions in West Africa, the Megasari Group, a leading household care company in Indonesia and Issue Group and Argencos, two leading hair colourant companies in Argentina, Keyline Brands in the United Kingdom, and Godrej Global Mideast FZE, we own international brands and trademarks in Asia (excluding India), Latin America, Africa, Europe, Australia, Canada and the Middle East
For further information
Neha Pathan
Avian Media
+91-9619994716
[email protected]
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