Godrej LAL HIT, has unveiled its new edutainment campaign called ‘Super HIT Vacation’ leveraging topicality of summer vacation as a creative device to engage with mothers and deliver its core message that cockroaches spread food poisoning.
This new creative approach highlights the importance of safe and healthy summer vacations for children to rejuvenate them after gruelling exams. Advent of summer also triggers the invasion of cockroaches in homes from outside but lack of awareness of the consequence – food poisoning, comes into the way of adoption of specialist solution. Mothers rely on their regular cleaning regimen which does not eliminate hidden cockroaches. They contaminate food and utensils leading to food poisoning and ruined vacation of kids.
The campaign underlines the inadequacy of the current cleaning regimen of mothers and urges them to adopt a specialist solution LAL HIT, which kills even the hidden cockroaches with its unique deep reach nozzle.
Super HIT vacation campaign will reach out to mothers across the nation through a mix of press, digital & radio media. The campaign commenced on 7th March in Mumbai & Delhi supported by an on-ground activity and will culminate on 22nd March, 2016.
The campaign started with radio contest and mothers with correct entries were invited to Super HIT Vacation party in Mumbai & Delhi to participate in exciting activities and games like shopping simulations, dumb charades etc. to win prizes. 6 winners from both on-ground and digital contest have been selected for the final round. In the final round a celebrity mom will visit the finalists’ homes and evaluate them on their preparedness for safe and healthy summer vacations. Winner would get an exciting opportunity to appear on television and win gift vouchers worth Rs.50,000.
The digital leg of the campaign has launched Super HIT Vacation e-contest for netizens to evoke participation and the adjudged winner will win gift vouchers worth Rs.25000.
Sharing his thoughts on the new campaign, Ajay Dang, Head Marketing – Home Care, Godrej Consumer Products Limited said, “A mother always wants her children to be healthy and happy and she is absolutely regimental to achieve the same. But lack of awareness that cockroaches pose a serious health hazard coupled with her daily cleaning regimen creates a false sense of security in her mind. Changing habit in low involvement categories like ours requires a compelling and refreshing take on the situation to make consumers acknowledge the need for change.
LAL HIT has leveraged the topicality of summer vacation as a creative device to reach out to mothers and inform them how cockroaches can ruin their vacation plans by spreading food poisoning, when her kids are eagerly awaiting for vacations to unwind post gruelling exams.
The creative line summarizes the key consumer benefit of Lal HIT “kuynki garmi ayegi, cockroach layegi”.
The campaign urges mothers not to ignore cockroaches this summer and be prepared with a specialist solution - LAL HIT, which kills even the hidden cockroaches with its unique deep reach nozzle. This message will be amplified across India though a 360 media campaign involving press, digital, radio and on-ground activations.
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