Godrej LAL HIT ropes in Tisca Chopra for the last leg of 'Super HIT Vacation' campaign
Godrej LAL HIT, unveiled its new edutainment campaign called ‘Super HIT Vacation’ which leveraged on the topicality of summer vacation to deliver the core message that ‘cockroaches spread food poisoning’. Keeping this thought in mind, Godrej LAL HIT with its new campaign addressed young mothers about the importance of a safe and healthy summer vacation in three phases.
The third phase of the campaign concluded with visits to the finalists’ houses in Mumbai and Delhi by celebrity mom Tisca Chopra, who plays the balance of a perfect mother in reel and real life. She was seen interacting with the finalists of the radio and on-ground contest. She discussed on issues of food poisoning and other health issues which takes place during summers and the main reason being the invasion of cockroaches in homes from outside. They discussed about how as mothers just relying on regular cleaning regimen is not enough and not paying attention to the hidden cockroaches that contaminate food and utensils leads to food poisoning. They also spoke about their experience of using Godrej LAL HIT which acts as a specialist solution in killing even the hidden cockroaches through its unique deep reach nozzle.
Godrej LAL HIT has conducted a research which highlighted that 80% of consumers acknowledge about cockroach infestation in their home but only 17% consumers use some solution to address the problem. And therefore Godrej LAL HIT has taken the ownership of educating mothers on the problem and help them solve the problem from its root, in an engaging and clutter breaking way.
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 campaign – ‘Super HIT Vacation’ has reached 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 which will culminate on 22nd March, 2016.
The campaign started with a radio contest on 92.7 Big FM 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 on-ground contest were evaluated for the final round. The final round saw Tisca Chopra visiting the finalists’ homes and evaluate them on their preparedness for safe and healthy summer vacations. The winner would get an exciting opportunity to appear on television and win gift vouchers worth Rs.50,000. While the digital leg of the campaign that launched Super HIT Vacation e-contest for netizens evoked participation and the adjudged winner to win gift vouchers worth Rs.25000.
~The creative line summarizes the key consumer benefit of Lal HIT “kuynki garmi ayegi, cockroach layegi”