The association will take the Dettol Banega Swachh India campaign to millions of kitchens in India as the chef promotes Dettol Handwash and Kitchen Gel. The new campaign ‘Dettol ka dhula’ has been conceptualised by McCann
BestMediaInfo Bureau | Mumbai | July 15, 2016
Most people in Indian homes are unaware of the fact that kitchens are a hotbed of germs and have a staggering 500,000 types of different bacteria present in every square inch.
*A research has revealed that 69 per cent women believe that their kitchens do not require cleaning on a daily basis. In order to combat this misconception, Dettol has partnered with renowned chef Sanjeev Kapoor to create awareness around the importance of kitchen hygiene.
Conceptualised by McCann, the new campaign features chef Kapoor who communicates the importance of hygiene. Through this commercial, Kapoor asks the audience to adopt two simple routines to keep the kitchen germ-free: by washing hands with Dettol Handwash before cooking a meal and by cleaning dishes and utensils with Dettol Kitchen Gel that combats 100 illnesses causing germs. Both the products of Dettol have been developed to provide consumers with the best ever protection against germs and bacteria.
Speaking about the initiative, Nitish Kapoor, Regional Director, RB South Asia, said, “Our campaign ‘Dettol ka dhula’ has been developed to educate consumers about adopting healthier habits and our portfolio of products on Dettol have been developed to deliver that promise. We believe that Chef Sanjeev Kapoor is the perfect partner in our mission to promote healthy kitchen habits and this association will help us to further strengthen the trust of consumers in Dettol. Such partnerships and initiatives play an integral role in our national mission of Dettol Banega Swachh India to make India healthier and more hygienic.”
Commenting on the association, chef Kapoor, said, “Of late we have been witnessing a trend among people adopting healthier food habits. They actively research, and are well-informed about food options that are better for their health. However, people are unaware that they also need to inculcate healthy and hygienic practices in their kitchens every day. Research has shown that kitchens at home are one of the major hotbeds for germs; until we keep them clean, and our hands clean too while preparing the food, just eating healthy food will not help. I am delighted to partner with Dettol – a brand with a strong heritage and consumer trust, to raise awareness among people about healthy and hygienic habits in the kitchen to lead a healthy lifestyle.”
Talking about the creative concept behind the TVC, Prasoon Joshi, Chairman, Asia Pacific, CEO and Chief Creative Officer, India, said, “Through the ‘Dettol ka Dhula campaign’ we've been trying to bring about a behaviour change in hygiene habits and this campaign adds another dimension to our brand campaign thought Dettol ka Dhula. It is all about inculcating the Dettol habit, whether washing hands before eating or washing hands and utensils before cooking. While the mother is the overall guardian of good hygiene habits, additionally we felt inside the kitchen it would further amplify the message to have chef Kapoor, a culinary expert, to reinforce it. I am positive that this will strike a chord with the audience and further build hygiene consciousness in India.”
The campaign is in line with the larger nationwide hygiene and sanitation campaign launched by RB in ‘Dettol - Banega Swachh India’ – a five-year ambitious programme to address the need of improving hygiene and sanitation in India. Not only has RB committed a sum of Rs 100 crore towards this initiative until 2019, but through various initiatives has taken measures to drive behaviour change amongst school children and communities across the country.
Client: Reckitt Benckiser
Project Title: Dettol Kitchen Gel
Creative Agency: McCann Erickson
Creative Director: Prasoon Joshi, Prateek Bhardwaj
Account Management: Nutan Sooda, Abhishek Walia
Strategic Planning: Jitender Dabas, Vibha Gupta
Production house: Working I Films
Director: Samir Tiwari
DOP: Vikas Shivraman
*Source: Survey conducted by India Medical Academy amongst 1400 homemakers (age: 25-40 yrs.) across 7 metros in 2013.