Dettol: Cleaning up India

Vibha Gupta and Jitender Dabas

This case study shows how Dettol, a health and hygiene brand, created a social movement to increase brand awareness and change India's hygiene habits.

Dettol: Cleaning up India

Vibha Gupta and Jitender Dabas

Campaign Details

Brand owner: Reckitt Benckiser India Pvt LtdAgency: McCann WorldgroupBrand: DettolCountry: IndiaIndustry: Public healthChannels: Internet - display, Internet - general, Internet - microsites, Outdoor, out-of-home, Packaging design, Social media, Sponsorship - event, propertyBudget: 3 - 5 million

Executive Summary

For a country poised for global glory, India was doing a poor job of ensuring hygiene and cleanliness. When people conjured up a picture of India, it was one of filth and dirt and this reflected in our...

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