Godrej HIT, the household insecticide brand from Godrej Consumer Products (GCPL), has launched a new television commercial for its HIT Anti Roach Gel, featuring actor Shefali Shah.
The campaign revisits the brand’s proposition of tackling cockroach infestations at the source, rather than simply killing individual cockroaches. The new film presents the problem as a high-stakes military operation, with the cockroach infestation treated as the enemy.
Created entirely in-house by Lightbox, GCPL’s creative studio, the film draws on the everyday challenge of dealing with cockroaches in Indian homes and turns it into a war-room-style mission.
The TVC opens with a sniper reporting to headquarters about a large cockroach infestation and the difficulty of eliminating it. Shefali Shah then steps in to challenge the approach, pointing out that there is no need to take on the entire cockroach army.
She introduces HIT Anti Roach Gel, demonstrating how a single application is designed to work across the cockroach nest. Rather than relying only on kill-on-contact, the gel is positioned around a chain reaction that can spread through the nest and target the infestation at its source.
The film ends with the line “Cockroachon Ko Jad Se Maare”, as the home is shown free of cockroaches.
HIT Anti Roach Gel has been built around the same root-level approach since its launch in 2012, with the proposition “Aayenge, Khayenge, Aur Jad Se Mar Jaayenge.” The gel can be applied in corners, cracks and crevices where cockroaches are likely to hide, with the product positioned as a solution for tackling infestations from the nest.
Watch the campaign
Neeraj Senguttuvan, Head of Marketing, Home Care, Godrej Consumer Products (GCPL), said, “We are seeing a clear shift in consumer preference toward ‘set-and-forget’ formats like gels instead of active-application formats, especially in kitchens. Gel-based products like HIT Anti Roach Gel are preferred because they solve the problem at its root, not just the roaches you see, but the entire nest behind them. HIT Anti Roach Gel reflects the innovation-led culture at GCPL, where we constantly push boundaries to improve lives.”
He further added, “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 upto the nest.”
Gaurav Kumar and Shalini Avadhani, Chief Creative Officers, Lightbox, added, “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. We dramatize that irony, an entire colony of cockroaches taken down without anyone fighting it. This film just lets the product do what it already does best, quietly and completely.”
