Dettol: How the antiseptic liquid came out of the first-aid box

Vibha Gupta, Jitender Dabas

Dettol, the hygiene brand, increased its market share in India by increasing relevance.

Campaign details

Brand: DettolBrand owner: Reckitt BenckiserLead agency: McCann Worldgroup, IndiaCountry: IndiaIndustries: Non-prescription, OTC productsMedia channels: Content marketing, Livestreaming, Online display, Online video, Product sampling, Social media, Television, Word of mouth, advocacy

Executive summary

In the year 2017, Dettol found itself in grave trouble. Its Antiseptic Liquid, which was the source code and lifeline of Dettol in India, was seriously losing relevance and market share. By identifying a new consumer segment and completely re-purposing its usage and association, Dettol was able to turn around its market performance. From an...

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