Godrej Lalhit is a company which deals in home insecticide company. This is one of the largest market share of India in which goodknight and Lalhit products of Godrej deal with the largest part. 

Lalhit considers its motive to remove the cockroaches in the kitchen of your house, in which they are hidden in difficult to reach places. Keep in mind that cockroaches are the main cause of diseases like food poisoning.

To promote the products on social media especially instagram, different profiles of cockroaches were made and then new users were followed. In each profile, their life and eating behaviour were briefly described. 

The roaches were spread across the profile to like and comment on the photographs of the other users and those users started to get strange notifications about these profiles. When they checked their profile, they got notifications about Godrej Lalhits.

This campaign was about to educate instagrammers about the disease but since the Diwali was near, it was not appropriate to show the disease message to users. Godrej had to be aware about this specific thing.

Godrej roach profiles got more than 3 million hits and 8% of engagement. These profiles commented on more than 6000 food photos. Godrej considered that people share more than food pictures on instagram. 

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