Savlon: Surface Disinfectant – Anybody Can Disinfect

Nirav Parekh, Ramana Charan

Savlon, an FMCG brand, increased sales of its new surface disinfectant spray during the COVID-19 pandemic in India by championing its product’s ease of use and ability to lighten the household work of Indian women.

Campaign details

Brand: Savlon Brand owner: ITC Entrant company: ITC LimitedIdea creation: Ogilvy Mumbai Market: India Sector: Cleaners & detergents Media channels: Print - general, Websites & microsites, Social mediaBudget: 1 - 3 million

Executive summary

At a time when concern for personal and surface hygiene was at an all-time high Savlon, the #3 personal hygiene brand in the country outshone behemoths like Dettol and Lifebuoy by introducing a surface disinfectant spray. Our solution was to present the surface disinfectant spray as a way...

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