A 50 feet effigy of Louie (king of pests) was created. For the entire month, huge publicity stunt was done in the form of 'Rath yatra' (Chariot procession). On the D-day (Dussehra) Mortein Hexagonal Coil (protector against pests menace) shot lasers to burn down the Louie effigy.

This Year In place of the Traditional Ravana, Louis the Mosquito was the Cynosure of all eyes.

Mortein 10hr coil shares (value) in Bihar showed a huge jump. Innovative targeted media ensured a growth of 49% moving its share from 28% in Sept'05 to average 46% Dec'05-Mar'06. Maxo dropped to 40% in the same period.

The halo effect also resulted in 8% increase of other Mortein variants.