RB (formerly called Reckitt Benckiser), the consumer health, hygiene and home company has appointed McCann World Group, India as the creative agency for Dettol in India on a project basis. Havas Worldwide will continue to be the Agency of Record (AoR) on Dettol in India and globally.
Dettol's brand promise is 'Be 100 per cent sure', a line we hear 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.