Godrej HIT has rolled out a new TVC for HIT Anti Roach Gel, featuring Shefali Shah, built around a war-room setup that reframes how the brand tackles cockroach infestations.
Created by Lightbox, Godrej Consumer Products’ in-house creative studio, the film opens with a sniper alerting headquarters to a major infestation. Shefali Shah then steps in to explain why chasing down roaches one at a time isn’t the answer. As the gel is applied, its effect is shown spreading through the entire nest, closing on the line “Cockroachon Ko Jad Se Maare.”
The campaign builds on HIT Anti Roach Gel’s core proposition: hitting infestations at their source, not just the roaches in sight. Applied in corners, cracks and crevices, the gel works its way through the whole colony.
Neeraj Senguttuvan, Head of Marketing (Home Care) at GCPL, pointed to a growing consumer shift toward “set-and-forget” formats like gels over active-application methods, especially in kitchens. He noted that such products solve the problem at its root, targeting the nest rather than visible roaches, and said the campaign was built to make that proposition instantly clear.
Gaurav Kumar and Shalini Avadhani, Chief Creative Officers at Lightbox, described the film as flipping the usual pest-control narrative, moving from brute-force messaging to a quieter, single-application solution that takes down an entire colony without a fight.
HIT Anti Roach Gel has run on the proposition “Aayenge, Khayenge, Aur Jad Se Mar Jaayenge” since its 2012 launch.
