Godrej Sara Lee is on the lookout for a creative agency for its household insecticide brand ‘Hit’ and has called for a creative pitch. The incumbent agency is Publicis Ambience, while Madison is the media agency. Though Godrej Sara Lee officials didn’t share any details on the development, an industry source has confirmed the news.
In 2006, there were several ads for Hit that had 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.
Then in 2007, Publicis Ambience had created a TVC for Hit that bordered on a Chinese news report or perhaps even an ‘infomercial’ announcing 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.