Dettol: Getting a nation to slow down for handwashing

Dettol, a cleaning supplies brand, launched a campaign in India to increase the rate and duration of hand washing to prevent the spread of Covid-19.

Campaign details

Brand: DettolBrand owner: Reckitt BenckiserEntrant company: Reckitt Benckiser, GurgaonIdea creation: McCann, New DelhiMarket: IndiaSector: Bath toiletries, soapsMedia channels: Online video, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Dettol has always championed the handwashing agenda in India, and through sustained interventions slowly and steadily driven behavioural change towards this extremely critical yet oft ignored act in the overall regimen of hygiene and protection. 2020 was a watershed year for this simple act- truly transforming the potency that it offered,...

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