Dettol: Banega Swachch India movement

This case study shows how Dettol, a health and hygiene brand, created a social movement to increase brand awareness and change India's hygiene habits.

Campaign details

Brand: DettolBrand Owner: RBLead Agency: McCann WorldgroupCountry: IndiaIndustries: Bath toiletries, soaps, Toiletries & cosmeticsMedia Channels: Events & experientialBudget: No budget

Executive Summary

For a country poised for global glory, India was doing a poor job of ensuring hygiene and cleanliness, as it was evident from our appalling national statistics: About 90 children under five die every hour of diarrhea; 110 million households still defecate in the open; 1 in 3 girls between the age of 7-17 drop out of schools due to lack of toilets. Dettol India,...

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