~ Godrej HIT (GCPL) rolls a new HIT Anti Roach Gel TVC with Shefali Shah — a war-room briefing that sells set-and-forget gel over spray-and-chase. ~
Mumbai, September 2026: Godrej HIT, the household insecticide brand from Godrej Consumer Products Limited (GCPL), has launched a new TVC for HIT Anti Roach Gel — a gel formulation built to attract and kill cockroaches and their nest. Actor Shefali Shah fronts the film, which stages pest control as a war-room briefing and doubles down on the brand’s long-running line of taking roaches out from the source, not just the ones you see.
Conceived and executed in-house by Lightbox, GCPL’s creative studio, the film opens with a sniper reporting a large infestation. Shefali cuts through the panic: you don’t need to fight the army one by one. One application of HIT Anti Roach Gel sparks a nest-wide chain reaction — kill-on-contact replaced by a quiet cascade. The film closes on “Cockroachon Ko Jad Se Maare” as the home turns roach-free.
Neeraj Senguttuvan, Head of Marketing – Home Care, 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. 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.”
HIT Anti Roach Gel has carried the nest-kill idea since its 2012 launch under “Aayenge, Khayenge, Aur Jad Se Mar Jaayenge” — apply in corners and crevices, clear the infestation from the nest. The new film refreshes that equity with Shefali’s steely briefing tone and a product demo that does the talking.
Marketing take: Godrej HIT isn’t selling another spray moment — it’s selling the smarter laziness of gel. Shefali Shah as mission control turns a kitchen pest brief into high-stakes theatre, while Lightbox keeps the science simple: one dab, whole nest, no chase.
