Godrej LAL HIT Ropes in Mumbai Dabbawallas to Spread the Message of Sanitary Against Cockroaches

by  EVENTFAQS Bureau Marketing | April 4, 2016 | News

Godrej

Godrej LAL HIT, recently tied up with Mumbai Dabbawallas to sensitise 100,000 homes to urge them to take a pledge this April Fools’ Day. The campaign, ‘LAL HIT – The End of Fools’ Day’ was designed to educate consumers about how cockroaches have been fooling people for years with their scary appearance and in fact have also been spreading food poisoning. The brand urged consumers to take an oath and eliminate these dangerous disease spreading cockroaches completely.
 
To bring alive the message, Godrej LAL HIT equipping Mumbai Dabbawalas with the message that cockroaches hiding in the kitchen pose serious health hazard to kids and family as they spread food poisoning.
 
This new edutainment campaign engaged 100,000 consumers who recieved a message tag attached to their lunch boxes delivered by dabbawallas. Recipients were then 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. The first 100 consumers with correct entries were gratified with exciting prizes. Gift vouchers worth Rs.100,000 were also up for grabs for the participants.
 
The campaign was aimed at educating consumers about the importance of having a safe and healthy homes. 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”

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