MxMIndia

Tag: dettol

  • Rope in Ayushmann Khurrana as campaign ambassador

    NDTV and Dettol unveil 10th season of public health campaign

    By Our Staff

     

    NDTV, in partnership with Dettol, is back with the 10th season of ‘Banega Swasth India’, public health campaign. This milestone period marks a decade of unwavering commitment to promote health, wellness, and unity across India.

     

    In its 10th year, the campaign focuses on One World Hygiene for Global Health and Well-being with the power of 10– Dus Ka Dum, and highlights the strengths, learnings, experiences and achievements of the Banega Swasth India campaign. The primary aim of One World Hygiene is a reminder to show empathy and solidarity with those who may not have access to essential hygiene resources. It’s a call to action to bridge the gap between the privileged and the underserved, ensuring everyone can lead a healthy life. The 10th season will also look forward to Dus Kadam – the emerging challenges that the campaign aims to address.

     

    Said Sanjay Pugalia, CEO & Editor in Chief, AMG Media Network, Director, NDTV Limited: “With this triumphant season 10 of Dettol Banega Swasth India we like to express our gratitude and educate the people that One World Hygiene is not just a concept; it’s a commitment to a healthier, safer, and more compassionate world. Let’s come together, transcending boundaries, and make it a reality. Our future depends on it.”

     

    Added Kris Licht, Chief Executive Officer, Reckitt: “We are enormously proud of Banega Swasth India and we are grateful to our partners for joining us in our pursuit of a cleaner, healthier world. As we celebrate this important milestone recognising our 10 years of partnership, we must continue to innovate and find new ways to elevate Banega Swasth India, including ensuring we leave no one behind.”

     

  • To achieve Net Zero Diarrhoeal Deaths among under-5 children in Uttar Pradesh

    Reckitt launches Phase 2 of Dettol Diarrhoea

    By Our Staff

     

    Reckitt, the consumer health and hygiene company, has launched the second phase of ‘Dettol Diarrhoea Net Zero’, with the aim to save 100,000 lives. This programme has been working towards achieving Net Zero Diarrhoeal preventable deaths among under-5 children in Uttar Pradesh. Based on the WHO seven-point plan, the program focuses on raising community awareness and education on prevention, promotion and treatment of diarrhoea in the 25 districts of the state.

     

    Said Gaurav Jain, Executive Vice President, Reckitt – South Asia: “Uttar Pradesh’s consistent commitment to strengthen its economy by boosting its healthcare inspires us to accomplish more in the state every day. Reckitt has worked with students, teachers, parents, and communities to improve their overall health and well-being over the last eight years, impacting the lives of nearly ten million children. The success of the Diarrhoea Net Zero program in 13 districts has encouraged us to extend our resources and we are thrilled to take the program to 25 districts of the state, ensuring zero diarrhoeal deaths among children under the age of five. With support from the Government of Uttar Pradesh, we will gain momentum and work diligently to create a healthier and brighter future for the children.”

     

  • 19 Indian brands in the Top 25 list

    Parle tops Kantar Brand Footprint report

    By Our Staff

     

    Kantar India released the 9th edition of its annual Brand Footprint report today. The report ranks the Most Chosen FMCG Brands based on Consumer Reach Points (CRPs). CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year.

     

    Parle Products leads this year’s rankings, followed by Amul, Britannia, Clinic Plus and Tata Consumer Products. With a CRP score of 5715 (Mn), Parle holds the top spot for a record 9th year in a row.

     

    In a year dominated by health and hygiene, Dettol unsurprisingly grew a whopping 48% in CRP’s (923 Mn) and entered the top 25 brand list. Dettol was followed by Lifebuoy with a growth of 25% CRP’s (1798 Mn), Vim at 21% CRP’s (1454 Mn), Dabur at 14% CRP’s (1458 Mn) and Britannia at 11% CRP’s (4694 Mn).

     

    Speaking about this year’s report and rankings, K Ramakrishnan, Managing Director- South Asia, Worldpanel Division at Kantar said: “Brand footprint is a great way of measuring and rewarding brands by the extent to which they are chosen by consumers. Choice is a function of penetration and frequency. However, we always year after year find that brands grow a lot more on account of penetration gain than frequency gain. The biggest gainers in brand footprint 2020 were expectedly the hygiene brands. That said, the traditional leaders also held their positions by ensuring penetration growths even during the pandemic.”

     

  • In a crowded market, the only way a brand can stand out today is to add credibility in communication, writes Bhuvi Gupta

    Brand Purpose & Credibility: Key to survival for Brands

     

    By Bhuvi Gupta

     

    Bhuvi GuptaThe last few weeks have had us all heaving a huge sigh of relief. The hold that the Covid-19 Delta variant had taken over our lives seems to have abated for the time being. We are all now in between where we have a longing to return to business as usual (usual being the new normal) at least for the short term but are scared about when the Third Wave will rear its ugly head.

     

    The storm of the last month made us all grateful for the positive power of the social media. And Dettol captures this sense of gratitude perfectly in its timely Covid warriors campaign which has just been launched. It hits the ball out of the park for multiple reasons – the timing, the ‘grateful’ mood of the nation, how it captures brand’s promise of protection and safety, and its high virality quotient.

     

     

    We all depended on Covid warriors the past few months – these are people who managed to save lives by foraging for medicines, ventilators and beds by using social media and extending their networks. It is influencer marketing campaign but in a respectful way because atypical ‘influencers’ are being used. By using influencers, Dettol gets the benefit of their reach and engagement thereby ensuring virality. The campaign replaces its branding on the package to celebrate these unsung heroes. Packaging has long been an under-leveraged branding vehicle. The campaign is hence a win all the way and is bound to pick up many a pencil, elephant and metal.

     

    Dove and  ‘Hair Love’

     

    I have talked about how with the information overload that the internet and specifically social media has decreased mental bandwidth for retaining advertising in many of my pieces.  Long-form marketing, content marketing, product placements that add credibility to the product narrative hence become more important to kindle a desire to purchase. Internationally, Dove and Nike are both investing in being true to their brand purpose.

     

    It has always fascinated me that the 2020 Oscar-winning short film, Hair Love was funded via a Kickstarter campaign and that a major participant in the Kickstarter was Unilever-owned Dove. Despite funding the short film, Dove did not try an overt product placement but kept its participation covert.  Just as other entities that contributed to the Kickstarter, Dove only appears in the ending credits. Because the messaging was true to the brand narrative, it helped market the film by arranging for community screenings, and reaching out to tastemakers and media.  This did not help them to sell products but it did help them to cement their perception as a brand which was genuine.

     

    Nike – Breaking2

    A similar case is of Nike. Nike has set the bar for sports marketing in the last few decades and they are constantly raising it to ensure they maintain a high share of voice.  In 2014, Nike set out to do what was impossible at the time – a project to break the two-hour marathon barrier. The documentary Breaking2 captured the entire three-year journey that culminated in an unsuccessful attempt in May 2017. While the star marathoner, Eliud Kipchoge missed the 2 hour mark by a mere 26 seconds in 2017, he achieved the feat in 2019.

     

    The project leveraged science and research to create an optimum environment which enabled the carefully chosen athletes a shot at breaking the record. The environment comprised of the perfect shoe, the best possible time of year, the track, a mechanism to manage headwinds (which affect speed) and many other miniscule parameters.

     

    While the project executed over a three-year period was directly linked to Nike’s products, it was the larger objective of relentless effort to enhance performance to test the limits of human endurance and capability, which made it closer to brand purpose than marketing communication.

     

    It was hence a perfect balance – communication that served a larger purpose while also enabling the company to sell shoes.

     

    Brand purpose is key in 2021. Customers want brands to embody an inspiring ethos, have a strong point of view and take actions to spread their purpose rather than communicate only to sell products.

     

    In a crowded market, the only way a brand can stand out today is to add credibility in communication.  Marketing is inherently transactional in nature, but communication which leads with brand purpose is key to move customers down the funnel and make them return, especially for products which are easily replaceable.

  • ITV Foundation pledged to donate 10 lakh Dettol handwash kits and 1 lakh masks for this initiative.

    ITV Foundation & Dettol observe Global Handwashing Day

    By A Correspondent

     

    October 15 is observed as Global Handwashing Day, a global advocacy day dedicated to increase awareness and understanding the importance of handwashing with soap as an effective and affordable way to prevent diseases and save lives. And the observance of this has much meaning given the ongoing Covid-19 pandemic. ITV Foundation, the corporate social responsibility wing of the ITV Network in collaboration with Dettol launched special programming on handwashing and its importance on ITV Network channels.

     

    On this occasion, Kartikeya Sharma, Founder of ITV Network, said, “Hand hygiene practice must be maintained and hygiene systems must be strengthened. The handwashing facilities and effective handwashing should reach the core areas of the world without any inequality. It is a time, when the entire humanity must come together and take responsibility to do their part in controlling the spread of COVID-19.” ITV Foundation pledged to donate 10 lakh Dettol handwash kits and 1 lakh masks for this initiative.

  • Launches new TV campaign under the Dettol BanegaSwacch India initiative to drive behavioral change

    Dettol addresses real-life barriers to promote healthy handwashing habits

    By A Correspondent

     

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

     

    Taking cognisance 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, 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, Prasoon Joshi, Chairman – Asia Pacific, CEO  & Chief Creative Officer – India, McCann World group said, “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.”

     

  • Dettol has been consistently voted by Indian consumers as one of the most trusted brands for over a decade

    RB appoints McCann World Group for projects on Dettol in India

    By A Correspondent

     

    Leading consumer health, hygiene and home company RB (formerly called Reckitt Benckiser) has appointed McCann World Group, India as the creative agency for Dettol in India on a project basis. Havas WW will continue to be the Agency of Record on Dettol in India and globally.

     

    Dettol has been consistently voted by Indian consumers as one of the most trusted brands for over a decade. With a legacy of more than 80 years, it has become the trusted champion of health. The development is in line with the ambition of Dettol to further strengthen communication across its portfolio in India.

     

  • These duels have to be fought on the marketing battlefield, not in courtrooms. That’s where the real action is

    Anil Thakraney: The Dettol/Vim slugfest

    By Anil Thakraney

     

    So, the Vim (Lever) guys have taken the Dettol (Reckitt) guys to court over the dishwasher ad. This sounds like a lot of fun waiting to happen. Because comparative advertising is always entertaining, as we viewers sit back and watch two marketing giants slug it out.

     

    Hit this link for the full story: http://www.mxmindia.com/2013/02/bang-bang-fmcg-majors-slug-it-out-via-ads/

     

    However, I have always believed that involving the courts to sort out ad disputes is a waste of time, energy and money. For two reasons: One, by the time the court order to pull the ‘offending’ ad arrives, the damage is already done. And even after the court order, a canny marketer will find an innovative way to keep the onslaught going.

     

    In this particular case, I know where Dettol is coming from; even though it’s an old, established brand, their dishwasher is a new product, and they had to do desperate things to grab some of the leader’s (Vim’s) market share. Which explains the full and frontal attack. And it makes enormous strategic sense. Vim has always promised tough action on grease (the ‘visible’ problem). Dettol has played to its core strength, they say it will kill the germs (the ‘invisible’ problem). So it’s a strategic move that makers of Vim should have seen coming, they ought not to be surprised. Dettol’s USP across its product range has been the antiseptic value, so they were going to play that card with the dishwasher too. And methinks it’s going to work, nothing better to get the worried mama’s attention than to speak bacteria with her.

     

    So what should Vim do? Well, they have retaliated, but their reactionary ad, while on the right track, is a tad weak. The ad says that an antiseptic is harsh, and that Vim clears germs too, but that’s not powerful enough. That’s like a rap on the knuckles of a person who’s just punched you in the face. I think Vim should launch an all-out counter attack, and hit Dettol where it hurts. They should create hard-hitting ads on how, for example, the residue left behind by an antiseptic agent can be detrimental to the family’s health. In fact, they should create a huge scare around it. That would put their opponent on the back foot.

     

    Net net: These duels have to be fought on the marketing battlefield, not in courtrooms. That’s where the real action is.

     

    ***

     

    PS: How dare they mock the vegans! I am a ghaas phoos khaanewala, and I take serious offence to this Taco Bell ad. Thanks to the pressure exerted by people like me on the social media, they were compelled to pull this commercial. Good riddance, I say! 🙂

     

    Link: http://video.ca.msn.com/watch/video/taco-bells-banned-commercial-offends-vegetarians/2jqa6o5h?cpkey=377f705b-f017-5f96-25ec-65077f4c813b%257c%257c%257c%257c

     

  • Reckitt Benckiser launches Dettol Liquid Handwash in new packaging avatar

    New packs benefit Dettol Handwash

    By A Correspondent 

    Dettol, one of the most trusted brands from the portfolio of Reckitt Benckiser, has launched Dettol Liquid Handwash in a new packaging avatar bundled with new benefits.  The Dettol Liquid Handwash range that gives effective protection against a wide range of unseen germs daily is now available in a contemporary, easy-to-hold shape, and new fragrances and packaging.

    Dettol Liquid Handwash has four variants including Dettol Skincare, Dettol Fresh, Dettol Sensitive and Dettol Original, which comes with new formulations and better lather. All the four variants are available in pump packs of 250ml and / or 135ml. The new handwash bottles come with a wider pump for easier use and a wider mouth for easier refill. The refill packs are also available in 185ml and 900ml.

    Mr Chander Mohan Sethi, Chairman and Managing Director Reckitt Benckiser India Ltd, said, “We at Reckitt Benckiser constantly aim at providing new and better solutions to our customers. Our new Dettol Liquid Handwash bottles with wider pumps are in line with Dettol’s primary focus of providing germ protection. Dettol, our flagship brand, is considered the gold standard for protection against germs and infections.”