Lowe Lintas Mumbai has unveiled a new campaign for Godrej’s Lal Hit brand. Taking a different approach this time around, the brand seeks to target women who depend on chalk and home remedies to solve the “roach” issue.

Ajay Dang, Head – Marketing, Home Care, Godrej Consumer Products, commented, “A mother always does her best to keep her family and child healthy. Through her regimen and choice of solutions, she achieves this goal every day. Poor solutions and lack of information at times gives her a false sense of security. And her effort fails despite her trying her best. Similar is the situation when she uses a chalk or home remedy solution to keep cockroaches at bay. These solutions do not eliminate hidden cockroaches which spread disease by contaminating food and wares in the kitchen.”

He added, “The communication is simple and straightforward, highlighting the fact that cockroaches spread diseases like food poisoning, diarrhoea and dysentery. The key idea was to inform the mother on how solutions like chalks and home remedies are ineffective in killing hidden cockroaches and, therefore, put her family’s health at risk. The creative line summarises the key consumer benefit of Lal Hit ‘chupega to bhi nahin bachega’.”

Arun Iyer, National Creative Director, Lowe Lintas + Partners, said, “While the brief was very direct and clear, the task to make people change their current regimen is always difficult, especially in a low involvement category. With our target group (mothers), we realised that it’s not just the kid’s health and well-being that is entrusted to her, but even the ill health of the child is something she is held responsible for. So our creative idea puts the mother at the centre of the film and amplifies how she gets blamed for the child falling ill, whereas the real reason is not her, but her reliance on ineffective cockroach solutions.”