Dettol, India’s most trusted germ protection brand, has launched a one-of-its-kind campaign, #DettolSalutes.
For the first time in its history, Dettol has replaced its iconic logo with images of Covid-19 pandemic workers and “protectors”, along with their inspiring stories.
The brand has gathered 100 such stories from across India and is carrying them on its liquid handwash packs in honour of those workers who have selflessly helped thousands of people. In addition to these tributes, Dettol has also launched a website – www.DettolSalutes.com – for individuals across India to share stories and further acknowledge these workers in their midst. Customised virtual packs can be created and shared on social media channels.
Four million #DettolSalute packs will be available on e-commerce channels and across 500,000 stores in India from the third week of June.
Dilen Gandhi, regional marketing director, South Asia – Health & Nutrition, Reckitt said: “True to Dettol’s legacy of being a protector, #DettolSalutes is our way of paying tribute to the many other protectors in the country. We believe these stories when shared, give a sense of much needed optimism among those seeing them. “As the packs carry these stories, we believe they will also carry a message of hope across our country.”
The hand-picked stories of individuals from across India are a diverse mix – ranging from metros to smaller cities, from seniors to the youth and covering all regions, all aiming to strike a personal chord and instil hope as the country attempts to get to grips with the pandemic.
The brand has also launched an anthem to spread the twin messages of hope and resolve during these unprecedented times, screening it on national television and also delivering it in sign language – a first for Dettol. In it, the brand reiterates the importance of following Covid protocols including maintaining good hand hygiene.