Post In:  Case Study

Dettol – The Brand Rode ‘Swachh Bharat’s Popularity In India

By       -   January 18th, 2016

Dettol: an iconic brand has stood for “trusted protection” in India since 1933. According to IMRB’s recently released Global Brand Footprint Report for 2015, Dettol added 13 million shoppers worldwide last year, with Asia growing the most and India contributing significantly to the numbers.


Dettol, for the record, is the leader in the anti-septic liquid category with almost 80-85 percent of the market valued at Rs 2,000 crore in the country.


India, one of its key emerging markets, is in the midst of a nation-wide cleanliness drive and the brand, having aligned itself to the Swachh Bharat campaign early on is hoping the association will deepen its rural footprint and cement its position in the urban markets.


It has launched the Dettol Banega Swachh India, a five-year hygiene progamme, with Amitabh Bachchan & actress Vidya Balan as campaign ambassador for a new initiative under this programme.


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