Godrej Lal Hit unveiled its new edutainment campaign called Super Hit Vacation which leveraged on the topicality of summer vacation to deliver the core message that cockroaches spread food poisoning. Keeping this
thought in mind, Godrej Lal Hit with its new campaign addressed young
mothers about the importance of a safe and healthy summer vacation in
three phases.
Speaking about the campaign, Ajay Dang,
Head Marketing, Home Care, Godrej Consumer Products Limited said, “A
mother always wants her children to be healthy and happy and she is
absolutely regimental to achieve the same. But lack of awareness that
cockroaches pose a serious health hazard coupled with her daily cleaning
regimen creates a false sense of security in her mind. Changing habit
in low involvement categories like ours requires a compelling and
refreshing take on the situation to make consumers acknowledge the need
for change. Lal Hit has leveraged the topicality of summer vacation as a
creative device to reach out to mothers and inform them how cockroaches
can ruin their vacation plans by spreading food poisoning, when her
kids are eagerly waiting for vacations to unwind post gruelling exams.”
The third phase of the campaign
concluded with visits to the finalists’ houses in Mumbai and Delhi by
celebrity mom Tisca Chopra, who plays the balance of a perfect mother in
reel and real life. She was seen interacting with the finalists of the
radio and on-ground contest. She discussed on issues of food poisoning
and other health issues which takes place during summers and the main
reason being the invasion of cockroaches in homes from outside.
They discussed about how as mothers just
relying on regular cleaning regimen is not enough and not paying
attention to the hidden cockroaches that contaminate food and utensils
leads to food poisoning. They also spoke about their experience of using
Godrej Lal Hit which acts as a specialist solution in killing even the
hidden cockroaches through its unique deep reach nozzle.
The campaign Super Hit Vacation’ has
reached out to mothers across the nation through a mix of press, digital
& radio media. The campaign commenced on 7th March in Mumbai &
Delhi supported by an on-ground activity and which will culminate on
22nd March, 2016.
The campaign started with a radio
contest on Big FM and mothers with correct entries were invited to Super
HIT Vacation party in Mumbai & Delhi to participate in exciting
activities and games like shopping simulations, dumb charades etc. to
win prizes. 6 winners from on-ground contest were evaluated for the
final round.
The final round saw Tisca Chopra
visiting the finalists’ homes and evaluates them on their preparedness
for safe and healthy summer vacations. The winner would get an exciting
opportunity to appear on television and win gift vouchers worth
Rs.50,000. While the digital leg of the campaign that launched Super Hit
Vacation e-contest for netizens evoked participation and the adjudged
winner to win gift vouchers worth Rs.25000.
The creative line summarizes the key consumer benefit of Lal Hit kuynki garmi ayegi, cockroach layegi.
