In India, life threatening diseases like dengue and malaria had been at an all-time high, despite it not being the monsoon season. Indians often use mosquito repellent coils to fight mosquitoes inside the home, but the real problem was outside: authorities found that garbage collection points were acting as breeding grounds for these diseases.
So Maxx Flash, a mosquito repellent brand, introduced “The Killer Pack”. Its 100% biodegradable, innovative packaging was lined with 5% Active Probiotic Bacillus thuringiensis, which kills mosquito larvae when disposed in garbage dumps, dustbins and stagnant water, helping to break the vicious cycle.
Background: India was facing the biggest outbreak in mosquito related cases of Dengue and Malaria. Maxx Flash a mosquito repellent brand wanted to help. Its range of mosquito repellent products provided relief inside the home, but the real problem was outside. Garbage collection points were acting as breeding grounds for mosquitoes. Maxx Flash wanted to step outside home and help fight the mosquito menace.
Idea: 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, stormwater drains. This innovative packaging kills larvae outside the house while the non-toxic coil fights mosquitoes inside, breaking the vicious cycle.
Results: Localities using the 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. This creative packaging helped increase the brand loyalty in these locations.
Awards
Maxx Flash’s “The Killer Pack” campaign has been awarded at the following festivals:
- At the Cannes Lions 2022: Health & Wellness Grand Prix, 1 Silver in Innovation.
- At the D&AD 2022: 1 White Pencil (in the Impact category), 1 Wood Pencil (in the Direct category), 1 Wood Pencil (in the Packaging Design category).
Credits
- Client: Maxx Flash, India.
- Advertising Agency: VMLY&R Mumbai, India.
- Production Company: Monkey On Hot Brick.
- Design Agency: VMLY&R Mumbai, India.
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