Dettol: Amaar Maa Amaar Durga (My Mother My Durga)

Dettol, the gold standard in germ protection, has a strong presence in WB in India – a critical market which constitutes 12% of its hand wash category business and 10% of Dettol business – but was losing share to competitor products.

Communication Goal

Dettol for years is seen as gold standard in 'germ protection'. However in recent times there has been an influx of me too brands all talking the germ kill language.

Hence it became imperative for Dettol to drive conversations that establish its supremacy in the germ kill space, whilst beating the flurry of competitive brand conversations in a manner that is disruptive yet strikes a chord with the target group.

Situation Analysis

WB, is a critical market for Dettol hand wash, as it constitutes 12% of hand wash category business and 10% of Dettol business. It is also...

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