Dettol: Selling hygiene sans fear

This case study describes how germ-prevention brand Dettol India used a multichannel approach to grow sales of anti-bacterial handwash in the country.

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...

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