SUB CATEGORY :

SUSTAINABLE INNOVATION

COMPANY ENTERING :

VMLY&R, MUMBAI

TITLE :

THE KILLER PACK

BRAND :

MAXX FLASH

ADVERTISER :

MAXX FLASH

AGENCY :

VMLY&R, MUMBAI

CHIEF CREATIVE OFFICER :

MUKUND OLETY

CREATIVE DIRECTOR :

MAHESH AMBALIYA

ART DIRECTOR :

HARISH JADHAV/SUNIL SHINDE

COPYWRITER :

IPSITA BARIK/SHIVALI SHARMA/AJINKYA SHINDGIKAR

ACCOUNT MANAGER :

SEJAL CHOUDHARY

ACCOUNT EXECUTIVE :

BALBINDER HOONJAN

FILM PRODUCTION COMPANY :

MONKEY ON HOT BRICKS, MUMBAI

DIRECTOR :

AKSHAY MADHAVAN

CINEMATOGRAPHER :

SACHIN NARKAR

EXECUTIVE PRODUCER :

SHABBIR MOTIWALA/JUNAID PANDROWALA

EDITOR :

SAURABH PAL/GAUZ KAZI

SPECIAL EFFECTS :

VINAY GOENKA

MIXER :

HRIJU ROY

CAMPAIGN SUMMARY :

Maxx Flash is a mosquito repellent brand working towards protecting people from mosquito related diseases. It is one of the few makers of chemical-free non-toxic mosquito coils. It wanted to go beyond its product range and provide a solution that contributes to ‘good health’ by taking on the mosquito menace in the country.

India was facing the biggest outbreak in mosquito related cases of Dengue and Malaria. While Indians were using mosquito repellents to fight mosquitoes inside the home, disease control authorities pointed at new breeding grounds popping outside homes at garbage collection points.

To fight the outbreak, Maxx Flash introduced The Killer Pack. This 100% bio-degradable packaging lined and printed with 5% Active Probiotic Bacillus thuringiensis kills mosquito larvae when disposed in garbage dumps, dustbins, garden ponds, stagnant water.

This innovative packaging kills larvae outside the house while the non-toxic coil fights mosquitoes inside, breaking the vicious cycle.

THE BRIEF :

India was facing the biggest outbreak in mosquito related diseases - Dengue and Malaria. This was peculiar because mosquito-related cases only see a rise in the rainy season. This was also worrisome because the medical system was already overburdened amidst the pandemic.

While Indians were using mosquito repellent products to fight mosquitoes inside the home, disease control authorities pointed at new breeding grounds popping outside homes at garbage collection points. Even 1 cm of water collected allowed mosquito eggs to hatch to larvae. These garbage dumps provided optimal conditions for laying eggs, creating a vicious cycle.

Maxx Flash, a mosquito repellent brand has products to help get rid of mosquitoes inside the home. But for the first time it wanted to step outside the home and help consumers fight the menace at the source.

THE STRATEGY :

Maxx Flash is one of the smaller players in the mosquito repellent segment. To stand out in the repellent category the brand wanted to offer the consumer with a solution beyond its chemical free, non-toxic coil offering.

Also, while other brand’s mosquito repellent packaging added to the problem, we utilized the habit of discarding packs to introduce a unique solution which also helped increase brand loyalty towards Maxx Flash.

To create awareness The Killer Pack was first launched in the hot pockets of India, where the number of mosquito related disease cases were on rise. The packs were first distributed with local health centres to help stop the menace.

THE EXECUTION :

The Killer Pack was launched in hot pockets of India where the number of mosquito related disease cases were on the rise. The packs were distributed via the local Public Health Centres based on the monthly date provided by the NCVBDC.

Initial testing was done in Dwarka District under the guidance of National Centre for Vector Borne Diseases Control (NCVBDC). Testing was done with 30,000 products with production cost of 0.98 USD per pack, before commercial release. The packs were sold in-store with the existing chain of brand distributors and e-com sites like Amazon and Indiamart for retail and bulk respectively.

THE RESULT :

This innovative packaging is designed for large scale problem that exists in India. It aims to provide results across the country as the garbage system throughout the country is broken. We have launched the pack in 7 States with brand distributors and via e-commerce.

While other brand’s mosquito repellent packaging adds to the problem, we utilized the habit of discarding packs to introduce a unique solution helping gain market in the segment.

While the larger impact is being closely observed by government bodies, preliminarily results show that localities using Killer Pack saw reduction in disease causing larvae. Communities in towns of Salaya, Mevasa, and Bhunga Okha saw 82%, 59%, 76% reduction of Anopheles larvae which causes Malaria respectively. Additionally, Jamdeveliya, Bhanvad and Movan reported 68%, 42%, 38% decrease in Dengue causing Aedes larvae. Maxx Flash is extending this innovation to its entire product range with the liquid repellent launching next.