Advertiser: ITC
Brand: Savlon
Agency: Ogilvy & Mather Mumbai
Country: India

Objectives

Commercial objectives:

  • Overall Value and Volume growth (Grow faster than competition)
  • Value growth – Tier 2 and 3 towns (Grow 20% faster than category. Category growing at 16% )
  • Increase Market Share by 2%

Marketing objectives:

  • Increase in spontaneous awareness
  • Growth in usage (last six months and last one year)
  • Increase in brand equity
  • Increased brand penetration (sachet sales)

Communications objectives:

  • Change in attitude towards hand-washing
  • Change in behaviour among kids towards hand-washing
  • Positive impact on health of kids
  • Improved attendance of kids in school

Creative work