Published
Mar 30, 2020
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Advertising in India reorientates to focus on hygiene led by Dettol

Published
Mar 30, 2020

As India remains in lockdown with only ‘essential’ items available for purchase, the country’s advertising sector has been taken over by hygiene brands such as Dettol, which has launched a major campaign.  

Dettol India has launched a pan-India hand washing campaign - Dettol India- Facebook

 
Dettol liquid soap was the top advertised brand in India in the week from March 14 to 20 followed by Dettol toilet soap, according to television measurement tracker BARC. The top four advertisers were all hygiene products with Surf ‘excel easy wash’ in third place and Lizol in fourth.
 
The week before, online market places Olx and Amazon had the top two spots for television advertisers in India, according to BARC, which also noted that television consumption has increased across the country since the lockdown.

Reckitt Benckiser has launched a large-scale television advertising campaign for Dettol with Bollywood actress Madhuri Dixit. The business has also launched a Dettol ‘Hand Wash Challenge’ campaign on Tiktok to encourage people to wash their hands.
 
“In India, we will donate 10 million bars of Dettol soap to the most vulnerable and 3.5 million masks to frontline health workers,” Reckitt Benckiser’s global CEO Laxman Narasimhan told ET Bureau. “We will continue to partner with the government on driving behaviour change through the Dettol campaign.”
 
Reckitt Benckiser India Limited had partnered with Amazon in February 2020 to promote its sanitiser and soap brand Dettol on Amazon’s 'Global Selling Program'. The partnership took Dettol’s product portfolio to a wider range of global markets and was intended to boost Dettol’s customer base. 

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