Dettol and Harpic: Swachhta ki Pehel

Cleaning brands Dettol and Harpic joined forces with the Indian government’s countrywide programme of improving sanitation and launched Banega Swachh India (make India clean), a five-year awareness campaign to improve hygiene and sanitation practices, while promoting Dettol and Harpic.

The Marketing Objective

The power brands of RB - Dettol and Harpic have been the flag bearers of health and hygiene conversations in the country. But both the brands have been facing stiff competition from me too brands all talking the same language. To accelerate the pace of growth & penetration there was need to establish differentiation in categories where perceived product benefits are very low.

Dettol for years is seen as gold standard in 'germ protection', but was losing its competitive advantage with many brands straddling in the germ kill space. In order to grow Dettol needed to drive...

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