MUMBAI: Godrej Consumer Products has launched a new television campaign for Godrej HIT Anti Roach Gel created by Lowe Lintas and Partners.

The campaign is aimed at simply amplifying the product feature without adding any layers to the message. The product, HIT Anti-Roach Gel, has such an impact that cockroaches now kill other cockroaches. Instead of consumers running behind cockroaches, this gel attracts cockroaches. They eat it, get infected and die. Other cockroaches then feed on these dead roaches and die, thereby eliminating the whole cockroach nest without any effort, Lowe Lintas and Partners NCD Arun Iyer said.

"What we have done is encapsulate this seemingly complicated message in a humorous way so it doesn‘t get lost on the consumer and ends up putting a smile on their face. The sign off , "Cockroach Aayenge, Khayenge aur Jadd se Marr jayenge" closes the loop and acts as a strong leave behind for consumers about what this product does," Iyer added.

Lowe Lintas and Partners EVP Shantanu Sapre said that the challenge was to make it edutainment, and not just education. "The other fact also was that, unlike the aerosol which requires active human intervention in elimination of cockroaches, the only human intervention with the Hit Anti Roach Gel is in the application of the gel – since the cockroach then takes over the task of killing itself and its community. The challenge again was to ensure that the communication didn‘t do away with the human (and as a result humor) angle to an otherwise straightforward product application & action demonstration," he added.

Produced by Jamic Films, the ad film is directed by Nikhil Rao.