Shefali Shah leads HIT Anti Roach Gel’s latest ‘Cockroachon Ko Jad Se Maare’ film

MUMBAI: When cockroaches declare war on a household, HIT Anti Roach Gel is taking the fight straight to their headquarters. Godrej HIT has unveiled a new TVC starring actor Shefali Shah, turning its nest-kill mechanism into a high-stakes military mission.

The campaign for Godrej Consumer Products Limited’s (GCPL) HIT Anti Roach Gel builds on the brand’s long-running proposition of tackling cockroach infestations at the source. The film has been conceived and executed entirely in-house by Lightbox, GCPL’s creative studio.

The film opens with a sniper reporting to headquarters about a large cockroach infestation and the challenge of bringing the enemy down.

Just as the situation begins to resemble a full-scale operation, Shefali Shah steps in with a different strategy. Rather than fighting the cockroach army one by one, she introduces HIT Anti Roach Gel as the solution.

The film demonstrates how a single application of the gel works through the nest, replacing a kill-on-contact approach with a chain reaction that spreads across the colony. The cockroaches effectively carry the fight back to their own nest, taking the infestation down from within.

The film closes with the line “Cockroachon Ko Jad Se Maare” as the household is left roach-free.

Godrej Consumer Products head of marketing, home care Neeraj Senguttuvan said, “We are seeing a clear shift in consumer preference toward ‘set-and-forget’ formats like gels instead of active-application formats, especially in kitchens. Gel-based products like HIT Anti Roach Gel are preferred because they solve the problem at its root not just the roaches you see, but the entire nest behind them. HIT Anti Roach Gel reflects the innovation-led culture at GCPL, where we constantly push boundaries to improve lives. With this campaign, we wanted consumers to instantly grasp that proposition that you don’t need to hunt down every cockroach one by one; the gel does that work for you, and impact goes right upto the nest.”

The campaign’s creative team said the film was designed around the irony that while conventional pest control can feel like a battle requiring consumers to chase individual cockroaches, the gel allows the insects themselves to carry the solution back to the colony.

Lightbox chief creative officers Gaurav Kumar and Shalini Avadhani said, “We often think pest control is about brute force, spray harder, fight every roach you see. HIT Anti Roach Gel works the other way: apply it once, and the cockroaches do the rest. We dramatize that irony, an entire colony of cockroaches taken down without anyone fighting it. This film just lets the product do what it already does best, quietly and completely.”

HIT Anti Roach Gel has built its proposition around targeting cockroach infestations at the nest since its launch in 2012, under the line “Aayenge, Khayenge, Aur Jad Se Mar Jaayenge.”

The gel is designed to be applied in corners, cracks and crevices, with the campaign continuing the brand’s focus on tackling cockroaches beyond those visible in the home.

With Shefali Shah at the centre of the latest film, HIT turns an everyday pest problem into a cinematic operation, while keeping the product’s core proposition firmly at the heart of the story.