Brand owner: Reckitt Benckiser
Lead agency: McCann Worldgroup India
Contributing agencies: Nazara Technologies
Industries: Bath toiletries, soap
Media channels: Games & competitions, Mobile & apps
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 share gain in hand sanitiser for the brand.
Market background and cultural context
The hand hygiene category in India was growing at a rate of 18% per annum and Dettol was category leader. The category was split between two formats: Liquid handwash and hand sanitiser. While the liquid handwash category was growing downwards, with maximum growth coming from small town India, the hand sanitiser category was growing more in urban areas.