Leading pest control brand, Mortein, has unveiled the campaign to coincide with the launch of their latest innovation ‘Mortein Smart’, a plug-in machine that claims to have a smart chip that makes the business of mosquito repellents, a 100% automatic and continuous process.
The product was born out of the consumer insight that in India, three out of four households do not use a repellent machine during the day, leaving their families vulnerable to the day-biting dengue causing mosquitoes. In addition, consumer research indicated that 73% of households may forget to change modes between high and low modes depending on the level of the mosquito menace.
Targetted at young working moms who are seeking uncompromising protection for their families, RB India, the owners of the Mortein brand plan to strengthen their foothold in the Rs 2200 crore liquid vaporiser segment in India.
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Sukhleen Aneja, CMO and marketing director, RB Hygiene Home South Asia said, “It is Mortein’s global first initiative designed keeping Indian consumers in mind and combining the very best of global technology with a smart chip that automatically oscillates between high and low mode.”
Bobby Pawar, chairman and CCO, Havas Group said, “More deaths are caused by mosquito borne diseases than all other diseases in the world combined! Mortein smart sits at the cutting edge of innovation in our fight against mosquito borne diseases and the communication sharply focuses on that.”
Ravinder Siwach, NCD, Havas Creative added, “Through our communication we have called out the irony that when everything else has become automatic or smart, must our mosquito protection remain as dated as ‘manual mode change machines’.”
