The Killer Pack by Maxx Flash
In India, dengue fever affects millions every year, and mosquito control remains a public health challenge. Maxx Flash, a mosquito repellent brand, saw an opportunity to do more than advertiseāthey wanted to activate. With āThe Killer Packā, Maxx Flash transformed its product packaging into a mosquito-killing device. Made from biodegradable paper coated with larvicide, the pack could be torn and placed in stagnant waterāwhere it would kill mosquito larvae. It wasnāt just packagingāit was prevention.
Campaign Overview
āThe Killer Packā launched in 2022 across India during peak dengue season. The biodegradable pack was coated with a WHO-approved larvicide that remained active for up to 45 days. Consumers were encouraged to tear the pack and drop it into stagnant water near their homesāgutters, pots, puddlesāwhere it would kill mosquito larvae before they could hatch.
The campaign was supported by educational content, influencer outreach, and community activations. It also included school programs and door-to-door demonstrations in high-risk areas.
Campaign Objective
Maxx Flash aimed to:
Raise awareness about dengue prevention through everyday behavior
Reinforce its brand as a purpose-driven innovator in public health
Create packaging that delivers utility beyond shelf appeal
Drive consumer engagement through education and action
The goal was to turn passive packaging into active protectionāmaking every purchase a public health intervention.
Execution
Biodegradable Packaging: The product box itself was made from larvicide-coated paper, designed to dissolve in water and kill larvae.
Instructional Messaging: Clear visuals and copy on the pack explained how to use it effectively.
Community Outreach: Maxx Flash teams visited neighborhoods to distribute packs and demonstrate usage.
Influencer & NGO Partnerships: Collaborations with health advocates and local organizations amplified reach.
Educational Campaigns: Schools and housing societies received kits and training on dengue prevention.
Brand Impact
āThe Killer Packā positioned Maxx Flash as a socially responsible brand with real-world impact. It resonated with consumers, health workers, and policymakers alike. The campaign also elevated Maxx Flash from a commodity to a community allyāone that doesnāt just protect homes, but neighborhoods.
Results
The Maxx Flash ā The Killer Pack Campaign achieved significant impact, with over 1 million packs distributed across India, leading to an estimated 20 million mosquito larvae destroyed. The initiative earned the Cannes Lions Grand Prix in Health & Wellness and was featured in prominent publications such as Fast Company, The Drum, and Indian Express. The campaign also drove a surge in brand awareness and product trust during the dengue season, demonstrating both creative excellence and meaningful public health impact.
Lessons Learned
āThe Killer Packā teaches us that packaging can be purpose. The campaign also shows the power of designing for behaviorāwhen you embed action into the product, you drive impact. And finally, it proves that brands can be public health partners, not just advertisers.
