MUMBAI: Godrej Consumer Products has launched a new television for its mosquito and cockroaches spray brand Hit.

Conceptualised by Lowe Lintas & Partners, the campaign‘s tagline says ‘Ungli Nahi, Hit Uthao. Lal Hit‘.

According to the agency, the communication task is to make Hit more relevant by establishing the fact that Cockroaches are dangerous and harmful. Through the campaign, the agency has aimed to make women aware that Cockroaches breed and live in filth and can spread diseases like typhoid, Gastro, food poisoning and diarrhoea.

The campaign instead of just telling people to kill cockroaches with Hit, which they already know, aims to educate people on the ‘Why‘.

Lowe Lintas and Partners NCD Arun Iyer said, "The campaign thought of ‘Ungli Nahi, HIT Uthao‘ came from the consumer insight that generally people have this tendency to blame external factors for any kind of illnesses that have cropped up in the family, whereas the problem could very well be at their homes itself. The two commercials have been created with a slice of life emotion and have an authoritative character in each of them who are hurt by the protagonist‘s accusation of holding them responsible for the reason behind the illnesses while the problem is the cockroaches in their home."

Godrej Consumer Products VP Marketing Ajay Dang added, "With the rampant urbanisation in India and changing consumer lifestyles, home structure and introduction of modular kitchens this problem is only increasing. As a leader it‘s our task to educate the consumers about the diseases caused due to cockroaches."