Insight:
There's a parallel between people's love for sharing food pictures on Instagram and cockroaches' affinity for food in real life, despite the vastly different consequences they bring.
Idea Concept:
Godrej Lal HIT capitalised on this insight by staging a roach infestation on Instagram during Diwali. Menacing roach profiles engaged with food-related hashtags, prompting users to visit and see a message urging them to use Lal HIT for a pest-free festive season.
