Dettol: Dettol Germbursters [image]

Credits & Description:

Company Entering: Mccann Worldgroup India, Mumbai
Brand: Dettol
Advertiser: Reckitt Benckiser
Agency: Mccann Worldgroup India, Mumbai
Chief Creative Officer: Prasoon Joshi
Executive Creative Director: Prateek Bhardwaj
Creative Director: Kapil Batra/Rohit Devgun
Copywriter: Kapil Batra/Ashish Nath/Vaibhav Pandey
Art Director: Musfar Khan
Designer: Chandan Kumar
Film Production Company: Collective Art Pvt Ltd., Mumbai
Director: Saurabh Kabra
Executive Producer: Anita Sharma
Editor: Satish Kataria
The Brief:
Dettol Has Been Actively Encouraging The Habit Of Hand Washing In Children. The Objective Was To Take This Endeavour One Step Forward.
The Strategy:
Children Dont Wash Hands Because They Find It Boring. Therefore, The Strategy Was To Engage Them Into Hand Washing, While They Have A Great Time.
The Execution:
We Identified A Place Where Children Are More Susceptible To Infections – Melas (Fairs). A Huge Hit Among Kids, Where They Enjoy Rides, Games And Food. But While They Play, They Pick Up Germs. Worse, They Use Dirty Hands To Eat. So, We Chose An Activity The Kids Enjoy – Bursting Bubbles. We Created A Soapy Solution With Dettol Handwash To Blow Giant Bubbles. Every Time, They Burst Them, Their Hands Got Soapy. 100 Dettol Representatives Were Positioned To Help Them Wash Hands. We Also Created Special-Edition Bubble Guns, To Take Fun And Protection To Their Homes As Well.
The Result:
Using A Fair As A Medium Gave Us Two Advantages: First, Excess To Children In Large Numbers, Who Came With An Agenda Of Having Fun. Second, An Opportunity To Turn Hand Washing Into An Intriguing Habit, At A Negligible Media Cost. This Two-Day Activity, Organised At Konkan Fair, Mumbai, Engaged Over 1600 Kids, Ensuring That They Relished Food With Clean Hands. More Than 1000 Kids Bought The Bubble Guns, Taking The Exercise Home. Dettol Is Now Planning To Take This Activity To More Fairs Across India. Thereby Reaching Out To An Estimated 36,000 New Ambassadors Of Hand Washing.