Campaign details

Brand: Dettol
Brand owner: Reckitt Benckiser
Lead agency: McCann Worldgroup India
Contributing agencies: Nazara Technologies
Country: India
Industries: Bath toiletries, soap
Media channels: Events & experiential, Games & competitions, Mobile & apps

Executive summary

Teaching kids good hygiene habits is not easy. Kids find it boring and caretakers find it frustrating to remind them repeatedly. How could Dettol, a hygiene brand, make good habits a fun thing to learn and handwashing exciting enough for kids to remember?

By finding inspiration from an unlikely corner, Dettol completely changed its approach to behaviour change and made it engaging and participative in a manner that made kids eager to listen and learn.

As a result, Dettol saw unprecedented engagement scores with kids that positively impacted both the handwashing habit and the incidence of diarrhoea, while also increasing sales of the brand.

Market background and cultural context