Campaign details
Brand: DettolBrand Owner: RBLead Agency: McCann WorldgroupCountry: IndiaIndustries: Bath toiletries, soapsMedia Channels: Events & experiential, Point-of-purchase, in-store, Print - general, Radio, Social media, TelevisionBudget: 1 - 3 million
Executive summary
This case study is a classic example of how unearthing a cultural insight can catapult a brand to popularity, while delivering on business results.
Dettol India was struggling with an issue of low penetration, in spite of having a 100% awareness score. By creating a new cultural currency of hygiene in a friendly manner and...