Campaign details

Brand: Dettol
Brand owner: Reckitt Benckiser
Lead agency: McCann Worldgroup, India
Country: India
Industries: Non-prescription, OTC products
Media 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 occasional first-aid brand, Dettol repositioned its role as the everyday protector of newborns. As a result, the antiseptic liquid steadily gained share while strengthening its core equity amongst new mums.

Market background and cultural context

An iconic brand in trouble