Dettol addresses real life barriers to promote healthy hand washing habits

In an endeavour to spread awareness around healthy hand washing habits, Dettol today launched its next phase of their nationwide communication initiative ‘Dettol Banega Swachh India’. To reiterate its commitment towards bringing in behavioural changes and personal hygiene, Dettoltoday rolled out a new TVC focussing on real life challenges.The TVC focuses on multiple ways the consumer can practice good hand hygiene habits– Liquid Hand wash, small pack Squeezy and out of home Sanitisers.

Considered as the gold standard in germ protection, Dettol has become the trusted champion of health. Ranked consistently for more than a decade as one of the most trusted brands in the country, Dettol has remained truly consistent to the core of protection from germs.Dettol has reached out to over 10 million mothers and children since 2006 to educate them about the importance of hygiene and sanitation. Earlier this year, Dettol had partnered with Nasik and Ujjain Kumbhfor a unique initiative to provide hygiene to 30 million pilgrims and to save 33 lakh liters of water. Dettol has also been associated with the Global Handwashing Day (GHD) celebrated every year on 15th October globally – an initiative to motivate and mobilize people around the world to improve their hand washing habits by washing their hands with soap at critical moments throughout each day. Dettol so far has managed to reach out to 8.1 million people in India through their various engagements.

Taking cognizance of its tradition, last year Dettol launched its campaign ‘Maa Mane Sirf Dettol kaDhula’ in an endeavour to reach out to a larger audience through a catchy jingle and by launching ‘Dettol Squeezy’ – an affordable liquid hand-wash.

Speaking about the campaign, Mr. Arjun Purkayastha, Marketing Director – Dettol Developing Markets at RB, said, “As a global leader in consumer health and hygiene; and with a history of over 150 years of innovation, we understand the extreme importance of hand hygiene and sanitation in the lives of our consumers. Last year, we had launched our campaign to promote healthy hand wash habits amongst children and mothers which turned out to be a huge success. This year, we are moving a step further and taking this educational message forward by addressing real life situations in everyday living; hence entertaining and engaging at the same time.”

Explaining the idea behind the new campaign, Mr. Prasoon Joshi, Chairman – Asia Pacific, CEO & Chief Creative Officer – India, McCann World groupsaid, “Dettol KaDhula campaign, which was launched last year, helped us to create a movement towards personal hygiene. This year we are trying to recreate the same phenomena by bringing in real life situations, places and people whom we see on a daily basis grappling with the issue of hand wash and cleanliness. The campaign will educate, create awareness and reinforce them to maintain hygiene by bringing in the behavioural change of washing their hands before and after every meal through an impactful TVC, backed by the extremely popular ‘Dettol DettolHo’ Jingle.”

He further added that, “Repetitive reminders help in good habit formation and thorough this new TVC we aim to establish healthy hand washing habits not only in children but also in adults.”

In 2014, RB had launched “Dettol – Banega Swachh India” – a 5 year ambitious program to address the need of improving hygiene and sanitation in India, making a commitment to invest a sum of INR 100 crores towards this initiative across the next 5 years. Through a series of actions under this program, Dettol has spread the message of hygiene and sanitation to over 140 million people in the country and raised INR 281cr through a 12 hour fund raising Cleanathon with NDTV in December 2014.

To watch new Dettol Squeezy TVCs, visit –https://www.youtube.com/watch?v=G4vkmpgKKyI

Television Commercial Credits –

Project Title: Dettol SheronkePanje – #MaaMaane Dettol KaDhula

Creative Agency – McCann Erickson Chief Creative Officer – Prasoon Joshi, Chairman – Asia Pacific, CEO & Chief Creative Officer – India

Creative Director- Prateek Bhardwaj(NCD), Richie Arora(Creative Team Leader)

Account Management- Alok Lall (Executive Director) Nutan Sooda(GM), Abhishek Walia(Brand Leader), Sunaina Kapoor(Sr. Project Manager)

Strategic Planning – JitendarDabas(Chief Strategy Officer), Vibha Gupta(Strategic Planning Director)

Production House – Keroscene films

Director – Rajesh Saathi

DOP – V. Manikandan

Music Director – ArjunaHarjai

RB* is the world’s leading consumer health and hygiene company. The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries. The company employs approximately 37,000 people worldwide.

With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 20 of companies listed on the London Stock Exchange. Today it is the global No 1or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global Powerbrands of Nurofen, StrepsilsGaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Bang, Mortein, Finish, Vanish, Calgon, Air Wick, Woolite and French’s. At the start of 2014 RB had 43% of its core revenues coming from its 2 emerging market Areas and 57% from its developed market Area; 72% of core revenues came from the health and hygiene categories of the portfolio.

Fuelled by a new breed of talent who blend intellectual curiosity with commitment to the highest quality standards, RB is set to redefine the world of consumer health and hygiene. RB people and its culture are at the heart of the company’s success. They have an intense drive for achievement and a desire to outperform wherever they focus, including in sustainability where the company is targeting a 1/3 reduction in water impact, 1/3 reduction in carbon and to have 1/3 of its net revenue coming from more sustainable products by 2020. It is also the Save the Children charity’s largest FMCG global partner, with a new partnership vision to radically reduce the world’s second biggest killer of under-fives, diarrhoea. Overall RB wants to reach 200 million people to improve their health and hygiene behaviour.

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