Guardians Unveiled: Mortein's Tribute to Unsung Community Heroes

Mortein, a leading brand in pest control, has launched an advertising campaign as part of its ongoing initiative, #MorteinKiRakshaJyoti, to express gratitude towards the caregivers in society. The campaign aims to raise awareness about the tireless efforts of community workers who are constantly exposed to mosquito-borne diseases like dengue, malaria, and chikungunya while ensuring the safety of others.

The advertisement underscores the importance of caring for those who selflessly care for society. While families rely on various pest control solutions to protect themselves from disease-carrying mosquitoes, the individuals working tirelessly for the community often go unrecognized. Mortein's campaign encourages people to extend their protection to these unsung heroes by providing them with Mortein's safeguarding solutions.

Saurabh Jain, Regional Marketing Director, South Asia - Hygiene, Reckitt, stated, "Mortein has been a trusted pest control solution in Indian households for years, committed to safeguarding families against mosquito-borne diseases. Through our campaign film, we aim to highlight the health and safety of community workers, who tirelessly ensure our security. The film's central message, 'Unki raksha kare jo roz hamari raksha karein,' urges individuals to protect those who protect us with Mortein Liquid Vaporisers, shielding them from disease-carrying mosquitoes."

Developed by Havas Worldwide India, the film sensitively conveys its message through a touching scene where a mother and her children show compassion towards the security guard of their housing society by providing him with a Mortein liquid vaporizer for his cabin. It emphasizes the selfless dedication of community workers who work tirelessly to ensure our safety. The mother then encourages her children to protect those who protect the world, encapsulating the campaign's message - 'Unki raksha kare jo roz hamari raksha karein' with Mortein.

Anupama Ramaswamy, Chief Creative Officer, Havas Worldwide India, commented, "Mortein's initiative against mosquito-borne diseases served as our inspiration. Having grown up under the protection of diligent security guards, we understand the risks they face. Identifying an opportunity for meaningful change through compelling storytelling, our goal is clear: to improve the lives of community workers under Mortein's Raksha Jyoti initiative. We aim to extend this effort to contribute to a Malaria and Dengue-free India."