Campaign details

Brand: Dettol
Brand owner: Reckitt Benckiser
Lead agency: McCann Worldgroup India
Contributing agencies: Impact Communications
Country: India
Industries: Bath toiletries, soaps
Media channels: Events & experiential
Budget: Up to 500k

Executive summary

Handwashing is a simple habit which could protect against diseases like diarrhoea.

Yet, thousands of children in India are dying of this very preventable disease. Dettol, India's leading hygiene brand, felt the need to tackle this issue. By going to the root of the problem and finding innovative ways for habit-building among children, Dettol not only reduced incidence of diarrhoea in selected states but also saw a huge increase in penetration for the brand.

Market background and objectives

The sorry state of hygiene in India