Godrej LAL HIT ropes Mumbai Dabbawallas on 1st April and asks citizens not to get fooled by cockroaches anymore!

Godrej LAL HIT, has tied up with Mumbai Dabbawallas to sensitise 100,000 homes and urge them to take a pledge this April Fools’ Day. The campaign, ‘LAL HIT – The End of Fools’ Day’ is designed to educate consumers that how cockroaches have been fooling us for years with their scary look and in reality they spread food poisoning behind our back. And it is now time, to take an oath and eliminate these dangerous disease spreading cockroaches completely.

To bring alive the message, Godrej LAL HIT has taken a step forward to spread awareness by associating with the famous Mumbai Dabbawallas that cockroaches hiding in the kitchen pose serious health hazard to our kids and family as they spread food poisoning.
Cockroaches invade into our kitchens from dirty drains carrying harmful germs, contaminate food & utensils behind our back, which leads to food poisoning.  Therefore the need is to eliminate hidden cockroaches from the kitchen completely.

This new edutainment campaign will engage with 100,000 consumers who will be receiving a message tag attached to their lunch boxes delivered by dabbawallas. Recipients are being asked to put this message tag at various locations in their kitchen where they know cockroaches could be hiding, click a picture and upload it on the Facebook page of Godrej LAL HIT, https://www.facebook.com/hitkpkd. The first 100 consumers with correct entries will be gratified with exciting prizes. Gift vouchers worth Rs.100,000 are up for grabs for the participants.

The campaign aims at educating consumers about the importance of having a safe and healthy home.  The campaign underlines the inadequacy of the current cleaning regimen of mothers, which does not eliminate the hidden cockroaches and urges them to adopt a specialist solution i.e. LAL HIT, which kills even the hidden cockroaches with its unique deep reach nozzle.

Speaking on the occasion, Ajay Dang, Head Marketing – Home Care, Godrej Consumer Products Limited said, “We had conducted a research that highlighted the behavioural study of the consumers suggesting a sight of cockroaches evokes a very strong feeling of disgust due to their scary looks. This in turn prevents conscious evaluation of the problem and works against having a specific action desired to eliminate cockroaches hiding in the kitchen. Godrej LAL HIT has taken this challenging task of driving behavioural change by being one the very first brands to contextually integrate the messaging on the occasion of April Fools’ Day by creating awareness and helping consumers build healthy homes, safe from diseases”