Godrej HIT, the household insecticide brand from Godrej Consumer Products Limited (GCPL), has launched a new TVC for HIT Anti Roach Gel, an Innovative gel formulation that attracts and kills cockroaches and their nest. The new TVC features actor Shefali Shah and builds on the brand’s long-running proposition of getting rid of hidden cockroaches from the source/root, and stages it as a war room briefing where the enemy is the cockroach.
The film is conceived and executed entirely in-house by Lightbox, GCPL’s in-house creative studio, drawing from the everyday reality of pest control in Indian households to turn a familiar problem into a high-stakes mission.
The film opens with a sniper reporting back to headquarters on a large cockroach infestation and the challenge of taking it down. Shefali Shah steps in to cut through the panic and makes a shocking announcement that they don’t need to fight the army at all. She introduces HIT Anti Roach Gel, showing how a single application of this innovative product works through the entire nest replacing kill-on-contact with a chain reaction that spreads through the entire nest. The film closes with the line “Cockroachon Ko Jad Se Maare,” as the home turns roach-free.
Neeraj Senguttuvan, Head of Marketing – Home Care, Godrej Consumer Products Ltd (GCPL), said, “We are seeing a clear shift in consumer preference toward ‘set-and-forget’ formats like gels instead of active-application formats, especially in kitchens. Gel-based products like HIT Anti Roach Gel are preferred because they solve the problem at its root not just the roaches you see, but the entire nest behind them.
“HIT Anti Roach Gel reflects the innovation-led culture at GCPL, where we constantly push boundaries to improve lives. With this campaign, we wanted consumers to instantly grasp that proposition that you don’t need to hunt down every cockroach one by one; the gel does that work for you, and impact goes right upto the nest,” Senguttuvan said.
Gaurav Kumar and Shalini Avadhani, Chief Creative Officers, Lightbox, added, “We often think pest control is about brute force, spray harder, fight every roach you see. HIT Anti Roach Gel works the other way: apply it once, and the cockroaches do the rest. We dramatize that irony, an entire colony of cockroaches taken down without anyone fighting it. This film just lets the product do what it already does best, quietly and completely.”
HIT Anti Roach Gel has built its equity around this same idea since its 2012 launch, under the line “Aayenge, Khayenge, Aur Jad Se Mar Jaayenge.” The gel is applied in corners, cracks and crevices, and is designed to clear cockroach infestation from the nest.
