Godrej HIT has launched a new TVC for HIT Anti Roach Gel featuring actor Shefali Shah. The film builds on the brand’s proposition of tackling cockroaches at the source by demonstrating how the gel works through an entire nest.
Conceived and executed by Lightbox, the in-house creative studio of Godrej Consumer Products Limited (GCPL), the film draws on the familiar challenge of cockroach infestations in Indian households and presents it as a high-stakes war room mission.
The film opens with a sniper reporting to headquarters about a large cockroach infestation and the challenge of taking down the colony. Shefali Shah then steps in with a different approach, explaining that there is no need to fight the entire cockroach army.
She introduces HIT Anti Roach Gel, showing how a single application works through the nest. Rather than killing cockroaches on contact, the gel is shown triggering a chain reaction that spreads through the entire nest. The film ends with the line, “Cockroachon Ko Jad Se Maare”, as the home becomes roach-free.
Neeraj Senguttuvan, Head of Marketing – Home Care, Godrej Consumer Products Ltd (GCPL), 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."
Gaurav Kumar and Shalini Avadhani, Chief Creative Officers, Lightbox, added, "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 the same idea since its launch in 2012, with the line “Aayenge, Khayenge, Aur Jad Se Mar Jaayenge.” The gel is applied in corners, cracks and crevices and is designed to address cockroach infestation from the nest.
