As a part of its nationwide initiative “Dettol Banega Swachh India”, RB (formerly known as Reckitt Benckiser) India has launched a new campaign to raise awareness around good hand washing habits. The new campaign aims to take this message to a larger audience through a catchy jingle launched initially on digital platforms.
Dettol is also supporting this campaign by launching an affordable liquid hand-wash – Dettol Squeezy - at Rs 30/-. An innovative format available in an easy to use and carry pack, it offers superior germ protection against regular bar soaps.
Speaking about the campaign, Nitish Kapoor, Regional Director South Asia at RB, said, “Through our wide-reaching campaign “Dettol Banega Swachh India”, we aim to focus on driving behaviour change in support of the Swaach Bharat initiative launched by the government. Promoting healthy hand washing habits is the first step towards achieving our objectives and we are continuously working on other interventions.”
Explaining the idea behind the campaign, Prasoon Joshi, Chairman – Asia Pacific, CEO & Chief Creative Officer –India, McCann Worldgroup said, “Through ‘Dettol Ka Dhula campaign’ we are trying to create a movement for a hygienic way of living and Dettol is an iconic brand with the trust and stature to drive a movement like this.”
He also added that, “The Dettol jingle is a musical way of reminding people about cleanliness. We wanted to be persuasive yet entertaining without being instructional”.
Last year RB India 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.