Dettol: When Dettol met Disney

Vibha Gupta, Jitender Dabas

The hygiene brand Dettol brought about change in childhood handwashing behaviour in India while growing penetration for its hand wash product.

Campaign details

Brand: DettolBrand owner: Reckitt BenckiserLead agency: McCann Worldgroup IndiaContributing agencies: Nazara TechnologiesCountry: IndiaIndustries: Bath toiletries, soapMedia channels: Events & experiential, Games & competitions, Mobile & apps

Executive summary

Teaching kids good hygiene habits is not easy. Kids find it boring and caretakers find it frustrating to remind them repeatedly. How could Dettol, a hygiene brand, make good habits a fun thing to learn and handwashing exciting enough for kids to remember?

By finding inspiration from an unlikely corner, Dettol completely changed its approach to behaviour...

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