Dettol Pitch: A race to the finish

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | August 01, 2014
Agencies are busy making presentations and buzz is, the final battle will be between incumbent Havas and McCann. A look at the brand.

Dettol, antiseptic soap brand from the house of Reckitt Benckiser (RB), has been keeping Indian ad agencies quite busy of late. Recently, the brand initiated a creative pitch, the race for which has entered its most crucial phase. Sources close to the process tell us that the final selection will be between incumbent agency Havas Worldwide and McCann Worldwide. However, there are several other agencies that have made presentations; one of them might just beat the buzz and emerge victorious.

Reckitt Benckiser


In the recent past, RB has also been keeping its global branding and communication partners quite busy. Recall that in December last year, the company initiated a global creative review for its brands Finish (dishwashing product), Air Wick (air freshener) and Clearasil (skin care). The review process was managed by David Wethey of Agency Assessments International (AAI), a global management consulting firm.

Soon after reporting this pitch, we carried a report about IPG Mediabrands (Initiative) being selected as the company's media agency in India. The agency had won the duties from then incumbent, ZenithOptimedia.

Note that RB advertises in nearly 60 markets around the globe.

As mentioned on the parent company's official website, "Dettol is an iconic brand has stood for trusted protection in India since 1933. The brand is endorsed by the Indian Medical Association."

Dettol's brand promise is 'Be 100 per cent sure', a line we here often in its TV ads.

Currently, Dettol is available in multiple forms such as bar soap, liquid hand wash, hand sanitiser and of course, as an antiseptic liquid. Dettol's soaps are available in four variants including Dettol Original, Dettol Fresh, Dettol Cool and Dettol Skincare.

In the dishwasher detergent segment, one that Dettol recently forayed into with the launch of its Healthy Kitchen Gel, its biggest competitor is HUL's Vim. In fact, recall the communication war the two brands had last year. afaqs! covered round one, two and three of the ad war, in a mini-series.

In the soap and hand wash segment, Dettol competes with HUL's Lifebuoy.

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