Don’t let cockroaches ruin your Diwali, says Lal HIT’s Instagram campaign

As part of the initiative, multiple profiles of cockroaches were created on Instagram with interesting names to attract users

e4m by exchange4media Staff
Updated: Oct 25, 2019 12:36 PM

Godrej Lal HIT, the brand’s offering to kill cockroaches, has unveiled a quirky campaign as the preparations for Diwali will begin in full swing. The campaign correlates people’s love for sharing food pictures online.

The campaign aims to create awareness around how roaches spread food poisoning and therefore needs to be treated.

As part of the initiative, multiple profiles of cockroaches were created on Instagram with interesting names to entice the users. These roach profiles emulated their real-life behaviour on Instagram to get attracted towards food.

The roaches went on a liking and commenting spree on food pictures shared on Instagram by people.

Soon after Instagrammers started receiving strange notifications such as Cockroach_The_Boss liked your photo or Bhukkad Cockroach commented, thereby creating curiosity. When the surprised Instagram users visited the cockroaches’ profile they came across Lal HIT’s messaging in the feed: Apply Lal HIT to stop cockroaches from ruining your Diwali. The virtual Instagram cockroach, liked and commented across 6,000 food pictures in a week, including some food pictures from celebrity chefs which in turn helped to build intrigue with reach.

Sharing his thoughts on this campaign, Sunil Kataria, CEO - India and SAARC, Godrej Consumer Products Limited, said: “Food and social media are key hooks for drawing people’s attention today. Building on this opportunity, for this campaign we created peculiar messaging to run an awareness drive around roach infestation and getting homes Diwali ready. We used digital media in a fun and interesting manner to reach out to our consumers by creating a virtual roach infestation on Instagram. The campaign has received an overwhelming response with a reach of 3 million and an engagement rate of 8 per cent it reinforces the brand’s philosophy of engaging with the target audience in an engaging way. Being the category leaders, we always strive to make the lives of our consumers better and this time we wanted every Indian home to celebrate a roach-free Diwali. To liberate consumers from the constant evolving pest menace, we at Godrej constantly upgrade our technology so that consumers can have a worry-free time with their families.”

George Kovoor, Creative Director, Ogilvy, says, “People love food but they love posting pictures of food even more, especially during the festive season, when social media is inundated with food pics. Godrej Lal HIT decided to tap into this behaviour, to drive home an important message - cockroaches follow food everywhere, even on the internet! Use Lal HIT to kill them and stop them getting to your food. We dramatized this in a unique way, by getting cockroaches to follow food pictures all over Instagram! It not only grabbed the attention of Instagrammers all over India, it drove home the message loud and clear.

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