Savlon: It's time TGs became human being

Savlon, a brand of antibacterial personal care products, increased awareness among parents and children in India by distinctly targeting each audience.

The Marketing Objective

  • In India, Germ Protection category over the two decades was built on the back of scaring the hell out of people, all the more for mothers/parents.
  • Your child might not reach the age of 5! Is this the only way to make people think of Germ Protection?
  • ITC decided to change the way people think of Germ Protection category by acquiring the brand Savlon.
  • Germ protection can broadly be classified under- Handwash, Antiseptic Liquid and Soaps promising germ protection.
  • There was a need to move away from fear to empowerment, while creating preference for the brand Savlon.

The...

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