Reckitt: Dettol salutes – building hope in times of fear

Reckitt, a multinational consumer goods company, showcased Dettol's appreciation of Covid protectors, and the company’s reputation, by celebrating selfless pandemic stories on its packaging.

Background and Challenges

India was suffering from the deadly Covid-19 waves and needed hope and encouragement to hang on and fight the fight. Dettol wanted to share stories of regular people who had gone out of their way to help those in need. Dettol believed that the stories would give people succor in times of hardship and distress as they sent a simple message: Together, we can overcome any crisis.

With multiple brands supporting Covid heroes after the second wave of the pandemic, the question before us was how does Dettol break through the clutter? The biggest challenge, therefore, was...

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