Digital campaign using emojis to create awareness of malaria symptoms
° 12 million people reached across social media platforms
Godrej HIT, from the house of Godrej Consumer Products Limited, is a well-known household insecticide brand, trusted by millions of households in India, when it comes to eliminating dangerous insects and pests from their homes. On the occasion of World Malaria Day, being celebrated on April 25, Godrej Kala HIT, the brand’s offering to kill mosquitoes, has unveiled #KhatarnaakEmojis campaign. This digital campaign features actress Soha Ali Khan and Divyanka Tripathi, and aims to create awareness of malaria symptoms amongst people.
Emojis have become such an integral part of day to day conversations. It may be difficult to find someone who is keeping away from the usage of Emojis. Godrej Kala HIT, one of the leading mosquito killers in the country used this inherent part of conversation to reaffirm an important message i.e. #HitMalariaBack. The symptoms of Malaria are very common like headache, vomiting, nausea, fever and shivering and hence often ignored. To urge people to take these common symptoms seriously, Godrej HIT used the emoji equivalent of the same on social media in a fun way on World Malaria Day.
Conceptualized by Ogilvy, Godrej HIT’s #KhatarnaakEmojis campaign is conducted across social media platforms like Facebook, Twitter and Instagram. It features Soha, Divyanka and numerous social media influencers. All of them put out social media posts and used fun emojis that represent malaria symptoms of headache, fever, shivering, nausea and vomiting. These influencers raised awareness of World Malaria Day and encouraged their followers to spread awareness of malaria symptoms by sharing emojis and tagging Godrej HIT in it.
Though the campaign is currently ongoing, it has already reached over 12 million people through various influencers who are supporting the cause.
Commenting on World Malaria Day and the initiative undertaken by Godrej HIT, Mr. Sunil Kataria, CEO (India & SAARC), Godrej Consumer Products Limited (GCPL), said, “94% of India’s population is still at risk of malaria, as per World Malaria Report 2018. Every year malaria takes its toll on many lives, most of them children. As leaders in home insecticide category with brands like Godrej HIT, GCPL is committed to invest more in awareness campaigns that will contribute to achieve the larger goal of malaria free India. This campaign from Godrej HIT is an effort to educate consumers about the symptoms of malaria and how we can eradicate malaria. We have partnered with influencers who will be instrumental in amplifying awareness of the cause.”
“Godrej HIT has always delivered serious messages in a fun manner. In this light we used fun emojis to #HitMalariaBack. Emojis are a powerful currency on Social Media. We leveraged their popularity to make people aware of the common symptoms of malaria by creating #KhatarnaakEmojis, a fun campaign that not only engaged fans but also educated them about the signs of malaria”, added Mr. George Kovoor, Group Creative Director, Ogilvy, on Godrej HIT’s #KhatarnaakEmojis campaign