Savlon: Going ‘topical’ on protection

Savlon, an antibacterial products brand, launched a campaign during the COVID-19 lockdown in India to compete against frequent new product launches from big and small players.

Campaign details

Brand: SavlonBrand owner: ITCEntrant company: Ogilvy India, MumbaiMarket: IndiaSector: Bath toiletries, soapsMedia channels: Newspapers, Public relations, Social media, Television, Websites & micrositesBudget: Over 20 million

Executive summary

Through 2020, like every country, the hygiene category boomed in India too. But Savlon was the no. 3 brand. While it had an antiseptic liquid, Savlon's size was much smaller than Dettol and Lifebuoy due to their leadership in categories like soap. Over the course of the year, along with these global behemoths, it would also have to...

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