MullenLowe Lintas Group
Thu, 20 Aug 2015 01:31:02 GMT
Over the years, Godrej HIT has been building awareness against pest borne diseases through its ‘Kill Pests Kill Diseases’ campaign.
Driving the initiative for Godrej HIT is its variant - Kala HIT, that has been executed in education campaigns through media and on-ground activations to fight diseases like dengue and malaria.
It is a well-known fact that diseases like dengue and malaria claim thousands of lives globally every year. In fact several institutions and brands have been constantly sensitising people on the measures that need to be taken by spreading the message through mass media vehicles.
But despite such investments, Godrej HIT realised intense media clutter and noise in traditional media channels has made people indifferent (it often becomes a blind spot) even to such critical messages.
However, if such messages are designed to address a specific need, people are far more receptive. Godrej HIT decided to draw people’s attention by causing a disruption in the communication by using a tech intervention that solves a specific need.
An idea of developing a mobile app called ‘HIT – Track the Bite’ was born.
Developed by LinTeractive, the digital arm of Mullen Lowe Lintas Group, the mobile app is designed to deliver real-time information on dengue and malaria based on the user’s location at vulnerable places.
Timely and personalised messages provided on the app leads to higher engagement and persuades people to take effective action against dengue and malaria. Awareness also builds up if information is available and sharable in one click. With app features like easy share, users can push information with their family and friends at the click of a button, which is a must for boosting organic reach.
Godrej HIT would be running a special drive that would kick off on August 20th - World Mosquito Day to create heightened awareness around the need to download the app. The app is available for download on Google Play store for Android users. It will be launched on the iOS platform soon.
The brand will run an app download campaign on the day on Twitter where it will trend under the hashtag #HarKoneMeinDanger. This will help in driving more app downloads and also create buzz about the impending risks arising due to dengue and malaria.
Sharing his thoughts on the new initiative undertaken by Godrej HIT, Sunil Kataria, business head India and SAARC, Godrej Consumer Products said, "As a category leader Kala HIT has always led the fight from the front against dengue and malaria by educating people about this threat.”
“This has been achieved through innovative campaigns under “Kill pests Kill diseases” like sand art activity on beaches of Chennai and Puri last year. This year on the occasion of World Mosquito Day, we are unveiling HIT – Track the Bite App, a latest initiative on our mission to provide real time information to people. We are hoping that this information will empower people to fight the threat of dengue and malaria.”
Adding further he said, “Taking our fight against mosquitoes a step further, HIT intends to reach out to every citizen in the country sensitising them about the threat of dengue or malaria through a technological disruption. HIT-Track the Bite is one-of-a-kind mobile app that intuitively provides real-time information on the threat levels to users basis their location. The app also provides precautionary measures required to remain safe. Spreading this information is critical and thus the app has a built-in feature that allows users also to alert their family and friends at the click of a button.”
According to Kataria, Kala HIT would be embarking on a 4000 plus kilometre drive starting from the national capital – Delhi with the objective of educating people about dengue. On its way to Bangalore, the HIT van will cover more than 20 cities and demonstrate how HIT - Track the Bite app can help them be informed and be safe from dengue and malaria.
Sumanta Ganguly, senior VP - LinTeractive said, “HIT - Track the Bite app is an offering that is unique in its approach. It’s the first of its kind that takes safety and precaution to the next level on the digital platform.”
Sharing her views on developing the app, Gauri Joshi, unit creative director, LinTeractive said, “Our vision to create a unique app that protects users from the ever-present risk of dengue and malaria has finally been realised. Given the increase in smartphone penetration, we are confident that the users will download and discover the many benefits that the app offers. With the app, users can stay informed and keep their near and dear ones safe from these diseases.”
More than 163 million of the mobile phone users in India use smartphones and more than half of them reside in urban areas. HIT-Track the Bite app can engage users across the country by delivering real-time customised information at desired frequency and at a negligible cost to help drive mass-awareness.
Categories: Health care, Beauty & HealthMullenLowe Lintas Group, Thu, 20 Aug 2015 01:31:02 GMT