Mumbai Dabbawalas serve Dettol kitchen gel

By Devesh Gupta , afaqs!, New Delhi | In Advertising | December 19, 2013
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Dettol partnered with the Mumbai Dabbawalas to reach out to Mumbai homes in order to create awareness on kitchen hygiene.

Reckitt Benckiser's Dettol recently partnered with Mumbai Dabbawalas to reach out to more than 10,000 homes in the city, spreading awareness on kitchen hygiene.

Dettol kitchen gel activation

Akhil Chandra

The brand had put a small packet of Dettol kitchen gel in each box (dabba) while it was delivered back to the housewives, who found the packet once they opened the box, drawing their attention to cleanliness.

According to a study conducted by The Global Hygiene Council in India revealed several facts such as 44 per cent mothers clean and disinfected their child's lunch box daily, 92 per cent of chopping boards and knifes were found contaminated, 100 per cent of kitchen cloths were heavily contaminated and the dirtiest item in the households, 46 per cent of fridge interiors were unsatisfactory or heavily contaminated due to high levels of bacteria and 95 per cent of kitchen taps failed the hygiene test, making it the second dirtiest item in Indian households.

Speaking on the thought behind the activation, Akhil Chandra, MD, Reckitt Benckiser India, says, "Through this activation, we wanted to highlight the need and importance of hygiene in our kitchen to the mothers. We also wanted to give them an opportunity to experience an expert kitchen disinfectant cleaner - Dettol Kitchen Gel."

The activation was carried out on December 12 by IndiaOne.

Speaking on the choice of the Mumbai Dabbawalas, Chandra mentions that just the way Dettol is considered as the most trusted brand in germ protection, the Mumbai Dabbawalas are considered the lifeline of Mumbai, delivering happiness in the form of delicious food on time for more than a century. Their model and efficiency is not just well known in Mumbai, but has even been applauded at prestigious B-Schools like Harvard. The association with the Dabbawalas in Mumbai allowed the brand to take the message of kitchen hygiene to a large number of households. It is a perfect partnership where trusted protection meets flawless efficiency.

Dettol is a Reckitt Benckiser brand and has been in India since 1933. RB has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries, The company employs approximately 36,000 people worldwide. It is a global player in health and hygiene segment. Some of its brands are Nurofen, Strepsils Gaviscon, Mucinex, Durex, Scholl, Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein, Finish, Vanish, Woolite, Calgon, Air Wick, and French's.

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