Godrej HIT Enlists Shefali Shah in Tactical Campaign to Target Cockroach Nests
Godrej HIT’s new ad starring Shefali Shah uses a war-room setup to highlight how HIT Anti Roach Gel eliminates cockroach nests at the source.
Sandhya
Godrej Consumer Products Limited (GCPL) has launched a new television commercial for HIT Anti Roach Gel, starring actor Shefali Shah. Conceived by Lightbox, GCPL’s in-house creative studio, the campaign shifts the focus from individual pest control to eliminating entire cockroach colonies at their source.
Tactical War-Room Concept
The commercial opens with a sniper reporting a massive cockroach infestation to headquarters, framing the problem through a military lens. Shefali Shah intervenes to demonstrate that hunting down pests individually is unnecessary. The film depicts how applying the gel in hidden corners and crevices allows the formula to spread throughout the nest, reinforcing the campaign tagline, ‘Cockroachon Ko Jad Se Maare’.
Shift Towards Convenience and Root-Cause Solutions
The campaign reflects a broader evolution in consumer preferences, particularly within kitchen environments where gel-based formats are replacing traditional active-application sprays.
"We are seeing a clear shift in consumer preference toward 'set-and-forget' formats like gels instead of active-application formats, especially in kitchens," said Neeraj Senguttuvan, Head of Marketing – Home Care at GCPL. "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 up to the nest."
Dramatizing Product Efficacy
Lightbox Chief Creative Officers Gaurav Kumar and Shalini Avadhani emphasized the creative strategy behind contrasting brute force with targeted action.
"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," noted Kumar and Avadhani. "We dramatize that irony: an entire colony of cockroaches taken down without anyone fighting it."
Building on the product's long-standing proposition, ‘Aayenge, Khayenge, Aur Jad Se Mar Jaayenge’—first introduced during its 2012 launch—the new TVC reinforces HIT Anti Roach Gel's position as a low-effort, deep-action pest control solution.
