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Indian mother blamed for sick child in ad for cockroach killer spray Lal Hit

Lowe Lintas has created a campaign for a brand of bug killer in which an Indian women is blamed for the ill health of her child by her entire family because she has been using the wrong methods to kill cockroaches.

The commercial for Lal Hit, by Godrej Consumer Products, opens with a child suffering from food poisoning. The mother tells the doctor she has been using chalk to kill roaches.

In a press release from the agency, Ajay Dang, head of marketing, home care, for Godrej Consumer Products said: “A mother always does her best to keep her family and child healthy. Through her regimen and choice of solutions she achieves this goal every day. Poor solutions and lack of information at times gives her a false sense of security. And her effort fails despite her trying her best.”

The TV ad is to be supported by activity in print, radio and digital.

Arun Iyer, national creative director for Lowe Lintas + Partners said: “While the brief was very direct and clear, the task to make people change their current regimen is always difficult, especially in a low involvement category. With our target group (mothers), we realised that it’s not just the kid’s health and wellbeing that is entrusted to her, but even the ill health of the child is something she is held responsible for. So our creative idea puts the mother at the centre of the film and amplifies how she gets blamed for the child falling ill, whereas the real reason is not her but her reliance on ineffective cockroach solutions.”

Credits:
Client: GODREJ CONSUMER PRODUCTS
Brand: GODREJ HIT
Client Team: SUNIL KATARIA /AJAY DANG/ CHANDAN KUMAR
Agency: LOWE LINTAS MUMBAI
Creative Team: ARUN IYER / JAYWANT DABHOLKAR/ SHISHIR KAPRE/ MAYANK YADAV/ SARFARAZ SIDDIQUI / DEEPAK NARE / VINOD JANARDANAN
Account Management: SHANTANU SAPRE/ DANNY NATHANI / SNEHA NAIR/ SHWETA IYER
Planning: RISHABHA NAYYAR / SHIPRA CHINCHANKAR

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