App launched to counter spread of malaria and dengue

Godrej HIT has created a new app in time for world mosquito day. The app, called 'Track the Bite' was created with the help of LinTeractive, the digital arm of Mullen Lowe Lintas Group.The mobile app is designed to deliver real-time information on dengue and malaria based on the user’s location at vulnerable places. Driving the initiative for Godrej HIT is its variant - Kala HIT that has executed many successful education campaigns through media and on-ground activations to fight diseases like dengue and malaria.Godrej HIT recently realised that while several institutions and brands have been constantly sensitising people on the measures that need to be taken by spreading the message through mass media vehicles, the intense media clutter and noise in traditional media channels has made people indifferent to such critical messages. However, if such messages are designed to address a specific need, people are far more receptive.Godrej HIT decided to draw people’s attention by causing a disruption in the communication by using a tech intervention that solves a specific need. An idea of developing a mobile app called ‘HIT – Track the Bite’ was thus born.  Timely and personalised messages provided on the app leads to higher engagement and persuades people to take effective action against dengue and malaria.The app also has features such as easy share where users can push information with their family and friends at the click of a button.Godrej HIT would be running a special drive that would kick off on 20 August which is World Mosquito Day to create heightened awareness around the need to download the app. The brand would also be running an app download campaign on the day on Twitter where it will trend under the hashtag #HarKoneMeinDanger. This would help in driving more app downloads and also create buzz about the impending risks arising due to dengue and malaria.Sunil Kataria (pictured), business head India and SAARC, Godrej consumer products said, "As a category leader Kala HIT has always led the fight from the front against dengue and malaria by educating people about this threat. This has been achieved through innovative campaigns under “Kill pests Kill diseases” like sand art activity on beaches of Chennai and Puri last year.""This year on the occasion of World Mosquito Day, we are unveiling HIT – Track the Bite App, a latest initiative on our mission to provide real time information to people. We are hoping that this information will empower people to fight the threat of dengue and malaria,” he added.According to Kataria, Kala HIT would be embarking on a 4000 plus kilometers drive starting from the national capital – Delhi with the objective of educating people about dengue. On its way to Bangalore, the HIT van will cover more than 20 cities and demonstrate how HIT - Track the Bite app can help them be informed and be safe from dengue and malaria.Sharing her views on developing the app, Gauri Joshi, unit creative director, LinTeractive said, “ Given the increase in smartphone penetration, we are confident that the users will download and discover the many benefits that the app offers. With the app, users can stay informed and keep their near and dear ones safe from these diseases.”