Hit Anti Roach Gel extends the humour proposition to radio

The two radio spots created by Lowe Lintas generate the laughs, but do not necessarily convey the serious nature of the product, say experts

e4m by Saloni Surti
Updated: Jul 17, 2013 8:26 AM
Hit Anti Roach Gel extends the humour proposition to radio

Godrej Consumer Products (GCPL) has gone beyond TVC to create exclusive communication across radio for its product Hit Anti Roach Gel. The campaign includes two radio spots created by Lowe Lintas, which aired on terrestrial radio stations with 4,500 spots across six metros within 10 days.

Ajay Dang, Vice President, Marketing (Home Care), Godrej Consumer Products explained, “The brief for the campaign was to establish the unique proposition of the new product. Hit Anti Roach Gel is a revolutionary gel-based product; the unique formulation attracts and kills even hidden cockroaches, thus giving freedom from cockroaches for 45 days with each application.” Dang shared that 10 per cent of the media spends for the campaign have been allocated to radio.

The radio campaign is created along the lines of the TVC - 'Aaenge, Khaenge Aur Jadh Se Mar Jaenge' (Cockroaches will be attracted to it, come, eat it, and will be eliminated from the roots) - and has two radio spots, titled ‘Anger' and ‘Blackmail’. In both the radio spots, the brand has taken the tried and tested humour route.

The ‘Anger’ radio spot features an angry man screaming and daring the cockroaches to come out. The voiceover and tempo of the radio ad manages to evoke humour at a certain level.

Click here to listen to the jingle 1:

The ‘Blackmail’ radio spot features man addressing a cockroach, saying that he has kidnapped the cockroach’s kid and now the cockroach has to come out.

Click here to listen to the jingle 1:

Dang further said that for Hit Anti Roach Gel, it was important to reach out to the target consumers across every touch-point, radio being critical to drive awareness. “Using radio as a medium one can detail out the product functionality in an engaging manner,” he added.

Does the campaign ‘hit’ the mark?
Most brands look out for the drive time slot to capture listeners’ attention, where humour works the best. However, a product like Hit Anti Roach Gel ideally also targets homemakers who are tuned in mostly between 11AM and 5PM. Does the campaign cater equally to TG who is not in a rush to reach somewhere (and would prefer quick messages), but rather listen to radio peacefully and look out for more elaborate communications?

Upendra Singh Thakur, Co-Founder, Origin Beanstalk shares that for him, the campaign somewhere misses out the message of being safe – elements that a consumer buying pest controlling agents would look out for. “‘Cockroach Aayenge, Khayenge Aur Jadh Se Mar Jayenge’ is as simple and direct as it can get and drives home the point. Not very sure of how effective it will be to kill other cockroaches though. And that should not be the main point to sell here as there is danger of that cockroach going to different places and contaminating wherever it goes. For me, a better proposition would have been that it’s safer, odourless, is spot-applicant, so no danger of spreading, and very safe for households with kids and elderly people, and most importantly, it is effective.”

The USP of the gel is that the dead pests that has eaten the gel act as bait to other cockroaches. However, experts feel that this element does not come out distinctively in the radio spot.

“The radio spots borrow from Bollywood, but not too refreshingly, and the idea of one cockroach being a bait for others is missing. Therefore, the idea of treating the bait cockroach with selfish love does not come through. They touch it briefly, but the spot is not that. This then makes it generic to any anti-cockroach spray,” shared Priti Nair, Director, Curry Nation.

After catchy jingles, humour is the most effective way to capture radio listeners’ attention. In this regard, the Hit Anti Roach Gel radio spots generate the laughs, but do not necessarily convey the serious nature of the product. However, Hit being a household name in pest control creates an instant connect with the listener.

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