Mumbai, September 22, 2026: Godrej HIT, India’s leading household insecticide brand from Godrej Consumer Products Limited (GCPL), has launched a new TVC for HIT Anti Roach Gel, an Innovative gel formulation that attracts and kills cockroaches and their nest. The new TVC features actor Shefali Shah and builds on the brand’s long-running proposition of getting rid of hidden cockroaches from the source/root, and stages it as a war room briefing where the enemy is the cockroach.
The film is conceived and executed entirely in-house by Lightbox, GCPL’s in-house creative studio, drawing from the everyday reality of pest control in Indian households to turn a familiar problem into a high-stakes mission.
The film opens with a sniper reporting back to headquarters on a large cockroach infestation and the challenge of taking it down. Shefali Shah steps in to cut through the panic and makes a shocking announcement that they don’t need to fight the army at all. She introduces HIT Anti Roach Gel, showing how a single application of this innovative product works through the entire nest replacing kill-on-contact with a chain reaction that spreads through the entire nest. The film closes with the line “Cockroachon Ko Jad Se Maare,” as the home turns roach-free.
Neeraj Senguttuvan, Head of Marketing – Home Care, Godrej Consumer Products Ltd (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. 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.”
HIT Anti Roach Gel has built its equity around this same idea since its 2012 launch, under the line “Aayenge, Khayenge, Aur Jad Se Mar Jaayenge.” The gel is applied in corners, cracks and crevices, and is designed to clear cockroach infestation from the nest.
Link to TVC: https://www.youtube.com/watch?v=dScKHUJ2l9U
ABOUT GODREJ CONSUMER PRODUCTS
Godrej Consumer Products is a leading emerging markets company, driven by the purpose of bringing the goodness of health and beauty to consumers in emerging markets. As part of the Godrej Industries Group, we are fortunate to have a proud legacy of over 125 years, built on the strong values of trust, integrity, and respect for others. At the same time, we are growing fast and have exciting, ambitious aspirations.
Today, we enjoy the patronage of 1.4 billion consumers globally. We rank among the largest Household Insecticide and Hair Care players in emerging markets. In Household Insecticides, we are the leader in India, the second largest player in Indonesia and are expanding our footprint in Africa. We are the leader in serving the Hair Care needs of women of African descent, the number one player in Hair Colour in India and Sub-Saharan Africa, and among the leading players in Latin America. We rank number two in Soaps in India and are the number one player in Air Fresheners and Wet Tissues in Indonesia.
We believe that we are only as good as what we do next. So, we strive to continuously improve how we do business, and how we live in the world, shaping a more sustainable and responsible future by placing our planet and people alongside profit. Through Godrej Good & Green, we are helping create a more inclusive and greener planet, in line with the United Nation’s Sustainable Development Goals, and the needs of local communities. At the Godrej DEI (Diversity, Equity, Inclusion) Lab, we work on empowering inclusion, help build DEI ecosystems across corporate India and aim to bring ideas and innovation related to DEI to the mainstream
