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Kids spread awareness about washing hands with Dettol

Conceptualised by McCann World group, the campaign reiterates its commitment towards bringing behavioural changes in healthy handwashing habits

BestMediaInfo Bureau | Mumbai | September 5, 2016

Dettol Click on the Image to watch the TVC.

Reckitt Benckiser’s (RB) flagship handwash brand, Dettol, has become a household name in India by spreading awareness about healthy habits. After being part of various initiatives to promote healthy handwashing habits, the brand is back with a simple yet strong message. To reiterate its commitment towards bringing behavioural changes and personal hygiene, Dettol has rolled out a campaign focussing on real life challenges.

The campaign begins at a family dinner where the kids tell their uncle to wash his hands before eating. The uncle doesn’t listen and says, ‘Do lions ever wash their paws?’ The kids are prompt to tell him that even rats don’t wash them. The kids soon start a jingle conveying the message of washing hands before eating. The film shows various situations, even in a train where one can use Dettol’s hand sanitiser when there is no water. The film ends with the brand’s proposition of protection from 100 germs.

Arjun Purkayastha Arjun Purkayastha

Arjun Purkayastha, Marketing Director, Dettol Developing Markets, 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 launched our campaign to promote healthy hand wash habits among children and mothers, which became 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; entertaining and engaging at the same time.”

Prasoon Joshi Prasoon Joshi

Prasoon Joshi, Chairman, Asia Pacific, CEO and 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 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 popular ‘Dettol DettolHo’ Jingle.”

He said, “Repetitive reminders help in good habit formation and through this TVC, we aim to establish healthy handwashing habits in children and adults.”

The TVC:



Client: Reckitt Benckiser

Creative agency: McCann Erickson

Chief Creative Officer: Prasoon Joshi

Creative Directors: Prateek Bhardwaj(NCD), Richie Arora(Creative Team Leader)

Account Management:AlokLall (Executive Director) NutanSooda(GM), Abhishek Walia(Brand Leader), Sunaina Kapoor (Senior 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

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