Savlon: The Reboot

ITC's Savlon used TV to reposition itself from underdog to serious title contender in the race to become India's leading health and hygiene player.

Campaign details

Brand: SavlonBrand owner: ITCLead agency: Ogilvy and Mather MumbaiCountry: IndiaIndustries: Non-prescription, OTC productsMedia channels: Point-of-purchase, in-store, Print - general, unspecified, TelevisionBudget: 3 - 5 million

Executive summary

This is a story of how ITC's Savlon, a challenger brand to Dettol, repositioned itself from underdog to serious title contender in the race to become India's leading health and hygiene player.

Savlon's "Be Unstoppable" campaign utilised national sporting icon Saina Nehwal to narrate how her unstoppable spirit was complemented by Savlon's portfolio of hygiene products, as she...

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