Godrej HIT has launched a new TVC for HIT Anti Roach Gel featuring actor Shefali Shah. The film uses a war-room setup to demonstrate the product’s approach to tackling cockroach infestations at the nest.
Created by Lightbox, Godrej Consumer Products’ in-house creative studio, the film opens with a sniper reporting to headquarters about a large cockroach infestation.
Shefali Shah then steps in and explains that there is no need to tackle the cockroaches one by one. The film shows the gel being applied and depicts its effect spreading through the nest, leading to the line ‘Cockroachon Ko Jad Se Maare’.
The campaign builds on HIT Anti Roach Gel’s existing proposition of addressing cockroaches at the source. The product is applied in corners, cracks and crevices and is designed to work through the nest.
Neeraj Senguttuvan, head of marketing- Home Care, Godrej Consumer Products (GCPL), said: “We are seeing a clear shift in consumer preference toward ‘set-and-forget’ formats like gels instead of active-application formats, especially in kitchens. Gel-based products like HIT Anti Roach Gel are preferred because they solve the problem at its root not just the roaches you see, but the entire nest behind them.
HIT Anti Roach Gel reflects the innovation-led culture at GCPL, where we constantly push boundaries to improve lives. With this campaign, we wanted consumers to instantly grasp that proposition that you don’t need to hunt down every cockroach one by one; the gel does that work for you, and impact goes right up to the nest.”
Gaurav Kumar and Shalini Avadhani, chief creative officers, Lightbox, said: “We often think pest control is about brute force, spray harder, fight every roach you see. HIT Anti Roach Gel works the other way: apply it once, and the cockroaches do the rest. We dramatize that irony, an entire colony of cockroaches taken down without anyone fighting it. This film just lets the product do what it already does best, quietly and completely.”
HIT Anti Roach Gel has used the proposition ‘Aayenge, Khayenge, Aur Jad Se Mar Jaayenge’ since its launch in 2012.
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