Dettol: India's new hygiene teacher for urban kids

Hand sanitiser brand Dettol grew reach, engagement and brand impression in India by releasing a mobile game based on a popular character tie-in.

Campaign details

Brand: DettolBrand owner: Reckitt BenckiserLead agency: McCann Worldgroup IndiaContributing agencies: Nazara TechnologiesCountry: IndiaIndustries: Bath toiletries, soapMedia channels: Games & competitions, Mobile & apps

Executive summary

Learning hygiene habits is boring. How does a brand talk to young kids and teach them the very important habit of washing hands before eating? How does a brand achieve that on a very tight budget? By identifying an unlikely hero, someone kids look up to, Dettol not only engaged children on a large scale but also produced a massive...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands