MAM
Lowe Lintas & Partners conceptualise new Godrej Hit TVC
MUMBAI: Godrej Consumer Products has launched a new television for its mosquito and cockroaches spray brand Hit.
Conceptualised by Lowe Lintas & Partners, the campaign‘s tagline says ‘Ungli Nahi, Hit Uthao. Lal Hit‘.
According to the agency, the communication task is to make Hit more relevant by establishing the fact that Cockroaches are dangerous and harmful. Through the campaign, the agency has aimed to make women aware that Cockroaches breed and live in filth and can spread diseases like typhoid, Gastro, food poisoning and diarrhoea.
The campaign instead of just telling people to kill cockroaches with Hit, which they already know, aims to educate people on the ‘Why‘.
Lowe Lintas and Partners NCD Arun Iyer said, “The campaign thought of ‘Ungli Nahi, HIT Uthao‘ came from the consumer insight that generally people have this tendency to blame external factors for any kind of illnesses that have cropped up in the family, whereas the problem could very well be at their homes itself. The two commercials have been created with a slice of life emotion and have an authoritative character in each of them who are hurt by the protagonist‘s accusation of holding them responsible for the reason behind the illnesses while the problem is the cockroaches in their home.”
Godrej Consumer Products VP Marketing Ajay Dang added, “With the rampant urbanisation in India and changing consumer lifestyles, home structure and introduction of modular kitchens this problem is only increasing. As a leader it‘s our task to educate the consumers about the diseases caused due to cockroaches.”
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
