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Tag: Ajay Dang

  • To spread the word of securing one's personal space from mosquitoes, HIT launched a contest that invited netizens to participate by sharing more whacky ideas to kill mosquitoes

    Godrej Hit rolls out social campaign on mosquitoes

    By A Correspondent

     

    Like every year, people are facing severe mosquito infestation with the onset of monsoon. Following the heavy rains in Mumbai and Delhi over the weekend, many twitterati’s started conversations around how annoyed they are about mosquitoes and to what extent are they ready to go to #Killmosquitoes.

     

    Tracking these conversations, Kala HIT chose an innovative approach to reach out to the netizens through an interactive digital campaign called “101 ways of killing mosquitoes”. The brand built on this conversation by converting some of the wacky ways of killing mosquitoes into creative content pieces such as gifs, short videos etc. With this HIT also revealed the most convenient way of killing mosquitoes - New Kala HIT with Lime flower fragrance, which kills mosquitoes instantly.

     

    To spread the word of securing one’s personal space from mosquitoes, HIT launched a contest that invited netizens to participate by sharing more whacky ideas to kill mosquitoes. The contest got a roaring response with extremely funny user generated creative content and the top 101 ways of killing mosquitoes have been populated on the campaign microsite www.hittokill.in. People still stand a chance to test their creative abilities and win prizes.

     

    Sharing his thoughts on the new campaign, Ajay Dang, Head Marketing, said, “Kala HIT is the undisputed leader in the home insecticide aerosol segment, to further drive penetration of aerosol format it has introduced a new variant called HIT Lime Flower Fragrance, that kills mosquitoes instantly and leaves behind a pleasant lime flower fragrance. The dual benefit of instant efficacy and pleasant fragrance makes Kala HIT Lime flower fragrance an exceptionally convenient solution to kill mosquitoes hiding in the corners of the home. To make the consumers aware of the dual benefit, the digital campaign of “101 ways of killing mosquitoes” has been launched.

     

    The campaign is based on the consumer insight of how the nuisance caused by hidden mosquitoes brings everyday life to a grinding halt, forcing us to react with anger. Current measures to eliminate hidden mosquitoes, are arduous, and often fail. No wonder, consumers feel angry and annoyed. Kala HIT Lime flower fragrance has been introduced as an exceptionally convenient way of killing even the hidden mosquitoes. The response from netizens has been very encouraging and we are sure that this campaign will drive awareness and induce trial of the new variant – HIT Lime flower fragrance!.”

     

    Commenting on the campaign idea, Parag Shahane, Unit Creative Director, LinTeractive said: “Revenge is an integral part of a human mind and one can go to any lengths to express it. By using this insight, we wanted to bring out the rage and physicality of wanting to kill mosquitoes through exaggerated, funny videos which will lead them to the microsite housing the 101 ways of killing mosquitoes. Users were told to upload their views on ways of killing mosquitoes, where the best 101 ways will be featured on the microsite. Through this campaign, the attempt was to drive engagement and deliver the message that Kala Hit Lime is a convenient way of killing mosquitoes.”

     

  • There is a serious and conscious effort to make sure that their family is protected from disease

    Lowe Lintas unveils new campaign for ‘Lal Hit’

    By A Correspondent

     

    Following on with its brand messaging of cockroaches spread diseases, Lowe Lintas Mumbai has unveiled a new campaign for its product LAL HIT. 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.

     

    Women today, are extremely particular about their housekeeping etiquettes. There is a serious and conscious effort to make sure that their family is protected from disease. While they are aware that the presence of cockroaches at home is not a healthy sign, their belief is that their current solution, i.e., chalk, boric powder, etc. is good enough to keep cockroaches at bay and hence she has no reason to opt for a change. However, cockroaches have their own hideouts and these solutions are ineffective in killing these cockroaches that often cause various illnesses.

     

    With this as the driving point, the new campaign gives the women a compelling reason for adopting LAL HIT, which with its unique seek-and-kill applicator reaches even the difficult and hard-to-reach corners and kills the hidden cockroaches.

     

    Sharing his thoughts on the new campaign, Ajay Dang, Head Marketing – Home Care, Godrej Consumer Products Limited said, “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.

     

    The communication is simple and straight forward highlighting the fact that cockroaches spread diseases like food poisoning, diarrhea 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 health at risk.”

     

    Elaborating on the creative approach that was followed for the campaign, 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 realized that it’s not just the kid’s health and wellbeing 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 center 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.”

     

    The campaign has just gone live and will be played across major entertainment, news and sports channels in India. The on-air campaign will be ably supported by a plethora of activities on other media platforms like print, radio, digital, etc soon.

     

  • Lowe Lintas's sequel campaign for Hit Anti Roach Gel urges consumers to 'Just count to 20'

    This Diwali, Godrej crafts a plan to hit cockroaches

    By A Correspondent

     

    With the initial campaign delivering good results for the brand, Lowe Lintas India has unveiled a sequel to Hit Anti Roach Gel that informs consumers to not kill cockroaches, but just count to 20.

     

    While the elements and packaging of the launch campaign in 2012 were clear on how to use the product, , a post-launch evaluation brought to light a fact that some users were not singing praises of the brand as desired. After analysing consumer attitude towards the brand, the team at Lowe Lintas were able to conclude that the unhappiness and doubt on product efficacy stemmed from incorrect product usage.

     

    Sharing his thoughts on the new campaign, Ajay Dang, VP – Marketing, Godrej Consumer Products Limited 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 the product 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

    Elaborating on the creative approach that was followed for the campaign, Arun Iyer, National Creative Director – Lowe Lintas + 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 from us 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.”

     

    The campaign will be played across all major television channels and will also take the traditional media routes including outdoor, digital, etc.