Hit’s humorous take on pre-Diwali house cleaning ritual
The brand has partnered with house help turned comedian Deepika Mhatre for a stand-up video conceptualised by Ogilvy
Published - 24-October-2018
Godrej’s insecticide brand Hit has launched a humourous video on pre-Diwali house cleaning rituals in every Indian household. The campaign has been conceptualised by Ogilvy.
The main problem faced by consumers during their cleaning spree at the time of Diwali is the infestation of cockroaches in the corners of the house. Through this film, the brand has used humour as a creative route to create awareness about pest infestation and prevention from them. The video relates instances from real life narrated by stand-up comedian Deepika Mhatre, a maid turned stand- up comedian. She is seen performing an act enlisting a host of problems faced by a maid during Diwali cleaning, narrating anecdotes from her personal experiences working as a domestic help. She recalls the story of a household where the ruckus of cockroaches caused food poisoning in the family members.
Talking about the campaign, Sunil Kataria, CEO - India & SAARC, Godrej Consumer Products, said, “Godrej Consumer Products has always strived to make the lives of consumers brighter and better. Keeping this philosophy at the core, brand Hit has used a very quirky and creative approach to deliver a very serious message about cockroach infestation and its preventive measures. This humorous video is a fun way to convey the message to the consumers. While consumers use various solutions to drive away these pests, that make them feel the problem is completely solved but in reality, roaches hide in remote and difficult corners of our home posing a serious threat to health and wellbeing and Lal HIT is an exceptionally convenient way of killing even the hidden cockroaches. It reaches the corners of the house through its nozzle to kill even the hidden roaches making the house infestation free.”
George Kovoor, Group Creative Director, Ogilvy, said, “Godrej Hit has always delivered a very serious message in a light-hearted vein. Carrying this style forward, we partnered with a maid turned stand-up comedian Deepika Mhatre to create a content piece that is apt for this season, especially during the days approaching Diwali. Deepika skillfully weaves in the benefits of Lal Hit into her act and seamlessly delivers a product message using her signature brand of humour and style.”
The film’s bottom-line message is how food poisoning and nuisance caused by hidden roaches brings everyday life to a grinding halt and Lal Hit is an effective solution to the problem.