Ad Campaigns
Lowe Lintas crafts new Dengue-themed campaign for Godrej HIT
MUMBAI: Having made an impact with its earlier renditions for Malaria, Lowe Lintas has unveiled a new campaign for Godrej HIT that targets another serious vector borne disease – Dengue. While the Malaria threat has been known for some time, Dengue has emerged as the world’s fastest growing vector borne disease.
What makes Dengue more lethal is that it spreads very rapidly in urban areas and its symptoms are difficult to diagnose. It is a debilitating disease, which often leads to hospitalization and in extreme cases death. The fact that there is no vaccine as yet for the disease makes it even more alarming.
The campaign by Lowe Lintas has been themed around the core idea – “Kill it before it kills you”.
Sharing his thoughts on the new campaign, Ajay Dang, VP – Marketing, Godrej Consumer Products Limited said, “Successful campaigns to fight diseases across the globe have one thing in common, a powerful and simple message and a direct call to action. HIT’s fight against Dengue mosquito stems from this very philosophy. The simple message of “bhagao nahi maaro” and the call to action of using the most efficacious mosquito solution – Godrej HIT.”
Instead of talking about multiple things, Godrej HIT decided to keep the communication simple by highlighting the most important characteristic of the mosquito – its stubborn and aggressive nature. The problem is severe and doesn’t have a cure hence the need for a tougher solution – Godrej HIT, that kills every mosquito, leaving nothing to chance.
Elaborating on the creative approach that was followed for the campaign, Arun Iyer – National Creative Director, Lowe Lintas + Partners said, “In order to make people aware about this new and unique Dengue mosquito our starting point was people’s casual attitude towards mosquitoes and how we could alter it. We decided to flip this casual attitude on its head and thus was born the idea ‘Dengue ke machchar ko marne se bada koi kaam nahi’. We thus, dramatized ‘killing mosquitoes’ as the most glorious job ever.”
The campaign went live on August 18, 2014 and will be played across major entertainment, news and sports channels in India. The on-air campaign will be ably supported by a plethora of activities on other media platforms like print, radio, digital, outdoor, etc soon.
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.
