Godrej Sara Lee has appointed Lowe India to handle the creative mandate for its household insecticide brand ‘Hit’ following a multi-agency pitch. The incumbent agency is Publicis Ambience. Madison handles the media duties on the account.
The agencies in the fray for this business included apart from Lowe India O&M and the incumbent agency Publicis Ambience.
When contacted, Godrej Sara Lee officials refused to divulge any details of the account, such as account size, etc.
In 2006, there were a series of ads for Hit that positioned it as a brand that allows a common person to don the role of a ‘contract killer’ when it comes to cockroaches. Another ad in the series had a family clapping all about their house in the evening in a desperate attempt to kill mosquitoes. A third ad showed an Indian housewife chasing cockroaches Rambo-style, declaring war on the pesky creatures.
In 2007, Publicis Ambience had created a TVC for Hit that bordered on a Chinese news report or perhaps even an infomercial pronouncing a ‘Quit India Movement’ from pests in the country.
Hit is currently available in two variants: HIT CIK ‘Red’ for cockroaches and HIT FIK ‘Black’ for Mosquitoes and Flies. With the extension of HIT into new product areas, Godrej Sara Lee is positioned to drive growth in its business and gain a larger share of the market.
The Rs 600-crore-plus Godrej Sara Lee, a joint venture between Godrej Group and US-based Sara Lee Corporation, had recently acquired Sara Lee Household & Body Care India and its subsidiary in Sri Lanka for an undisclosed sum. Chennai-headquartered Sara Lee Household and Body Care India markets brands like Kiwi Shoe Polish, Kiwi Drainex and Brylcreem in India, Sri Lanka, Bangladesh and Nepal. The other top brands of Godrej Sara Lee include GoodKnight, Jet, Banish, besides Hit.
From the Godrej Sara Lee bouquet, JWT India handles the creative business for Brylcreem and Goodnight.