The Communication Goal

Dettol Siti Shield is a new personal pollution protection range expertly designed to monitor, protect and remove the negative effects of pollution.

The brand led an education drive - "Ab Hogi Har Saans Swachh", to create awareness about perils of invisible yet extremely harmful air pollution, whilst establishing the need of using sophisticated pollution protection measures.

The key objective of the campaign was to blanket the city with hard hitting evidence of the quality of the air we breathe by building a robust model of localized air quality reporting.

Situation Analysis

Air pollution in India is estimated to kill 1.5 million people every year; more than HIV/AIDS, tuberculosis and Malaria combined.