Brand owner: ITC
Lead agency: Ogilvy
Industries: Non-prescription, OTC products
Media channels: Events & experiential, Point-of-purchase, in-store, Print - general, unspecified, Television
Budget: 1 - 3 million
Killing two birds with one stone
While well-entrenched brands dominated the hand-wash market in the metros, consumer apathy towards hand washing dominated the tier 2 and 3 towns. The opportunity was huge given that hand-wash penetration in India was only 14%.
Savlon identified a platform that not only enabled and encouraged consumers to adopt the habit of hand washing, but also convinced competition users to switch to Savlon. This propelled the brand to the number-three market-share position within just two years of its launch.