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Dettol seeks to bring about a behaviour change

The brand has launched a new campaign, created by McCann Erickson, as part of its nationwide initiative, ‘Dettol Banega Swachh India’

BestMediaInfo Bureau | Delhi | May 14, 2015

Dettol-TVC Click on the image to watch the TVC.

As 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. Created by McCann Erickson, the new campaign aims to promote the importance of hygiene and sanitation to a larger audience through a catchy jingle, which will be launched initially on digital platforms.

Dettol is also supporting this campaign by launching an affordable liquid hand-wash – Dettol Squeezy – at Rs 30.

Speaking about the campaign, Nitish Kapoor, Regional Director South Asia 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. 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. For this new campaign, we are very happy to have worked with McCann to deliver an extremely important educational message to young children and mothers in an engaging and entertaining manner.”

Prasoon Joshi Prasoon Joshi

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. Like all good habits, hand-washing also needs to be inculcated. One of the key insights is that whether in kids or adults habit formation happens through repetition. And in a country of oral tradition, we have always used music as a powerful way of teaching, we have used music and singing to remind and teach people about the habit of hand-washing.”

He further said, “The Dettol jingle is a musical way of reminding people about cleanliness. We wanted to be persuasive yet entertaining without being instructional.”

It may be recalled that last year, RB India had launched ‘Dettol - Banega Swachh India’, a five-year ambitious programme to address the need of improving hygiene and sanitation in India, making a commitment to invest a sum of Rs 100 crore towards this initiative over the next five years. Through a series of actions under this programme, Dettol has spread the message of hygiene and sanitation to over 140 million people in the country and raised Rs 281 crore through a 12-hour fund raising Cleanathon with NDTV in December 2014.

Unnecessary repetition is irritating, say creative heads

KV Sridhar KV Sridhar

KV Sridhar, Chief Creative Officer, SapientNitro India, feels that the ad presents a larger montage and the message conveyed is a simple one. “However, while simplicity is always good, that one powerful and compelling insight is missing. It is not just about creating awareness about hygiene, but also changing people’s habits, but habits don’t change overnight.”

According to him, “Good communication is about keeping it simple, relatable (which comes from the insight) and relevant. Here, the compelling insight – why should I wash my hands – is missing. The ad hinges on the popularity of brand Dettol, but does not persuade you. It is more in your face. Compare it with Lifebuoy’s ‘Gundappa’ ad, which had a more subdued way of doing things and had a strong emotional appeal.”

“A good ad tells a story and not sells a story. It sells a purpose that is selfless, the values that your brand stands for. Brand communication should serve a higher purpose, which in this case is that with Dettol, we will keep all germs away and you won’t fall ill. It needs to a play a part in people’s lives. I would call such type of advertising a little old fashioned,” he added.

Naresh Gupta Naresh Gupta

Naresh Gupta, CSO and Managing Partner, Bang in the Middle, commented, “The commercial’s only failing is the reminder of the earlier jingle that was extremely irritating. Otherwise it works well to convey the message of washing hands in a fun way. It does the right thing by getting kids into the picture and trying to force a change in habits. The proposition is not new, the story is not new, but the TVC sticks to the basic in a good way. If only it had refrained from using a jingle that didn’t work.”

Saurabh Dasgupta Saurabh Dasgupta

Along similar lines, Saurabh Dasgupta, Executive Creative Director, Innocean, remarked, “I feel the Dettol ad doesn’t work on some fronts. There is a baggage of the previous Dettol ads. Moreover, the unnecessary repetition and hammering is there which is irritating. The ad has a bigger agenda, which seeks to form the habit of washing hands for hygiene. Thus, it is action versus no action.”

He further said, “On the other hand, the ad works as it has kids playing the role of the main recommenders, the main voice of the brand. This makes the ad more endearing and does the job of reminding you. It also conveys that the generation that is coming up is doing the right thing.”

The TVC:



Creative agency: McCann Erickson

Chief Creative Officer: Prasoon Joshi, Chairman – Asia Pacific, CEO & Chief Creative Officer - India

Creative Director: Prateek Bhardwaj, Ritu Sharda

Account Management: Alok Lall, Sarthak Sharma, Abhishek Walia

Strategic Planning: Jitender Dabas, Vibha Gupta

Production House: Keroscene

Director: Rajesh Saathi

DOP:  V Manikandan

Music Director: Arjuna Harjai

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