The HIT Newspaper

When encountering a cockroach, people instinctively grab the nearest object, often a newspaper, to eliminate it. However, this age-old practice underutilizes newspapers, which have historically served to educate, inform, and influence. Laal HIT, as a market leader in cockroach solutions, took a unique approach to redefine this scenario.

We transformed the competition into an ally through the HIT Newspaper. This innovative concept involved delivering a rolled-up newspaper encased in a cover with a rubber cockroach attached. As unsuspecting individuals reached for their morning paper, they encountered the fake cockroach and instinctively attempted to swat it with the newspaper. This unexpected prank proved more effective than their morning coffee, turning the act into an engaging household game.

Upon unfolding the newspaper, consumers discovered a message: “Maarooo! Newspaper se nahi, Laal HIT se” (Swat it! Not with the newspaper, but with Laal HIT). The clever campaign sparked widespread delight among consumers, prompting them to share their experiences through videos, reels, and stories on social media.