India’s Godrej HIT’s Diwali-themed video ad centered on ‘festive anticipation’

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Mumbai, India – As the country nears its annual festival of lights, Indian consumer brand Godrej HIT recently uploaded a Diwali-themed advertisement, with focus on the brand’s LAL HIT insecticide product.

The video is centered on the aspect of Diwali Safai or the general cleaning of the house before the actual Diwali festival. In the video, a lady’s perspective narrates how family members have high hopes and anticipation for this year’s festivities. Starting from her father-in-law changing into a more festive attire, the video then shifts to the lady’s brother-in-law, using the featured insecticide brand to spray into the kitchen sink and other house corners as a sign of focus on hygiene and cleanliness. Lastly, the video pans to the mother-in-law laying down with a treat of face mask. With the subtle brand hit within the last minutes of the advertisement, the ad concludes that this year’s Diwali is going to be a #SuperHITdiwali.

With the upcoming festival hampered by the country’s restrictions on festivities and large gatherings, Sunil Kataria, CEO of  Godrej Consumer Products for India & SAARC (GCPL) comments that the said advertisement is a way of showing that despite hindrances, this year’s Diwali will capture the same anticipation and festive fervor like past festivities.

“2020 will witness an inherently ‘indoor’ festive season, but that will in no way dampen the festive spirits. We want to remind everyone how even though this year’s festivities will be on a smaller-scale with our immediate family, we will enjoy it in our own unique yet endearing way,” Kataria stated.

Meanwhile, Amar Singh, regional creative officer for Lowe Lintas, the Indian wing of marketing communications company MullenLowe commented, “”Diwali 2020 is unlike any that we have experienced or are likely to experience in our lifetimes. And after everything we have been through in this trying period, each one of us deserves to celebrate it. Conceived by Rajat Dawar and Vishal Bagade, this film aims to capture this sentiment. And is a wish for all of us to have a Super HIT Diwali from a brand that ensures we are always safe and protected in our homes.”

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