Ad Campaigns
Godrej Hit gel TVC advocates safety from food poisoning
MUMBAI: HIT – an indomitable market leader in the cockroach solution segment has launched HIT Gel Stick, an effective and affordable cockroach solution to enable every Indian mother to protect her kids & family from cockroaches. HIT Gel Stick, is a transparent gel which once applied remains effective for 7 days, kills cockroaches right at the point of entry and is very convenient to use.
The brand has launched a new nationwide campaign with the tagline ‘HIT GEL STICK, Cockroaches Ko Ghustey Hi Maare’. The well-crafted campaign with a filmy twist highlights the product’s key offering of killing cockroaches’ right at the entry point and ensuring your home is safe from cockroaches.
Godrej Consumer Products Limited business head – India & SAARC Sunil Kataria said, “Consumer research reveals that 80% of consumers have faced a cockroach problem, but less than 8% use branded cockroach solutions! Low adoption of specialist cockroach solutions by mothers is due to lack of awareness of the fact that cockroaches spread food poisoning and therefore are a serious threat to the health of her kids and family. Cockroaches enter our kitchen from dirty drains carrying germs and contaminate food and utensils, but they are seen only as unwanted intruders which disgust hence mothers settle for ineffective solutions to contain them.”
He further added “Looking at this behavioural pattern of mothers, the launch of HIT Gel Stick is a strategic step towards building the cockroach solution category and the sustained media investment behind consumer education will drive relevance and lead to mass adoption of this new revolutionary product which will help in keeping the pest away from you and your family.”
Thoughtful, fun and an endearing TVC begins with a mother watching a movie with her son and friend at home. As she reacts in awe on seeing her hero making a grand entry, her friend’s immediate focus shifts to the cockroach entering the kitchen. While the mother gasps in pain at every deadly blow of her hero, the friend replicates the same heroics for the cockroach that’s infecting the kitchen. As the film moves on to the climax, the friend tells the mother to ignore the hero and rather pay attention to the cockroaches entering her house that will cause food poisoning to her child. The mother pauses for a moment and the focus of the TVC shifts to the cockroach. The resemblance of the real and reel life scenes and their parallel portrayal in same sequence is what makes this TVC a slice of life!
In a country that thrives on Bollywood, there couldn’t have been a better way to educate the consumers on cockroach prevention. The ad film is directed by Karan Shetty and produced by Madhukar Kotian and Vijay Carvalho.
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Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
