Campaign details

Brand: Savlon
Brand owner: ITC
Lead agency: Ogilvy
Country: India
Industries: Non-prescription, OTC products
Media channels: Events & experiential, Point-of-purchase, in-store, Print - general, unspecified, Television
Budget: 1 - 3 million

Executive summary

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.

Market background and cultural context

Two sides of India