MAM
Lowe Lintas and Partners creates new campaign for Godrej HIT
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.
MAM
Happy Pawdcast launches merchandise with The Souled Store
Season 2 success leads to co-branded line celebrating pet-parent bond.
MUMBAI: The Happy Pawdcast just gave fans something to wag their tails about because when your favourite pet show gets merch, even the couch starts feeling like a runway. Building on the momentum of Season 2 which reached over 14 million pet lovers, clocked more than 20,000 hours of content consumption and engaged over 23,000 users, The Happy Pawdcast has teamed up with The Souled Store for an exclusive co-branded merchandise collection. The line translates the podcast’s emotional core into wearable designs that celebrate the everyday bond between pets and their parents.
Hosted by Sonali Bendre and Icy Behl, Season 2 featured candid conversations with celebrity pet parents including Remo D’Souza, Diana Penty, Kubbra Sait, Rohan Joshi, Karan Wahi, Tusshar Kapoor and Amala Akkineni. The episodes tackled responsible adoption, stray welfare, pet emotional well-being and debunked common care myths, earning strong resonance across digital platforms.
Sonali Bendre said, “Season 2 reaffirmed how deeply people connect with stories around pets, responsibility, and companionship. This collaboration with The Souled Store is a natural extension of that bond, taking the conversations beyond the screen and turning shared emotions into something tangible for pet parents.”
Rose Audio Visuals head of marketing & branded content Megha H Desai added, “With Season 2, The Happy Pawdcast evolved from a content property into a strong, community-led IP. The collaboration with The Souled Store reflects our approach to building meaningful extensions around our shows where audience insight, brand alignment, and scale come together.”
The Souled Store co-founder Vedang Patel noted, “Pet parenting today is as much about identity and expression as it is about care and responsibility. This collaboration allowed us to tap into a deeply engaged, emotionally invested community and co-create designs that feel authentic and accessible.”
Produced by Rosepod (the podcasting division of Rose Audio Visuals), the merchandise marks the podcast’s shift from audio-video content into a broader lifestyle IP, while aligning with The Souled Store’s focus on pop-culture-led, community-first products and its animal welfare initiatives through World For All.
In a pet-parent world where love often comes with a leash and a hoodie, The Happy Pawdcast isn’t just telling stories anymore, it’s letting fans wear them, proving the bond between humans and their fur-babies deserves more than likes, it deserves to be flaunted.
