Campaign details

Brand: Dettol
Brand owner: Reckitt Benckiser
Lead agency: McCann Worldgroup, India
Country: India
Industries: Non-prescription, OTC products
Media channels: Point-of-purchase, in-store, Social media

Executive summary

Hygiene in India was taking a hit. Diarrhoea was silently impacting urban kids in India and most H1N1 reports emanated from urban areas too. Reckitt Benckiser's Dettol had the perfect solution for on-the-go hygiene – Dettol Hand Sanitiser. But there were multiple barriers to adoption of the product.

The hand sanitiser's role was reimagined by Dettol and it was repositioned to become part of the repertoire of everyday hygiene products for Indian mothers. As a result, Dettol outgrew the category growth and garnered the validation of mothers.

Market background and cultural context

The startling truth about diarrhoea in India