Campaign details
Brand: DettolBrand owner: RBLead agency: McCann WorldgroupCountry: IndiaIndustries: Cleaners & detergentsMedia channels: Events & experiential, Outdoor, out-of-home, Point-of-purchase, in-store, Radio, Social media, TelevisionBudget: 10 - 20 million
Executive summary
This case study is an 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 establishing Dettol as the...