Dettol completes 75 Years of protecting India

Company Brief

New Delhi, November 21, 2008

Dettol, the iconic brand from Reckitt Benckiser and the brand that we have all grown-up with is celebrating its platinum jubilee in 2008 - Dettol completes 75 years of protecting families from illness causing germs. Since its launch in 1933, Dettol has gained the trust of millions of Indians and has been consistently voted as one of the “Most trusted brands” of India.

To celebrate the occasion of its 75th Year, Dettol in collaboration with Management Development Institude (MDI), Gurgaon, did an exhibition showcasing the evolution of the brand – its products, its communication and its initiatives to increase hygiene awareness. Dettol also undertook a case study analysis, with the best brains from India – students of leading B-Schools. The event offered the young minds a chance to work with actual brand data of Dettol and devise a business strategy for the brand going forward. This case study event and exhibition was done on the MDI campus.

At this momentous occasion, Mr. Chander Mohan Sethi, Chairman and Managing Director Reckitt Benckiser India Ltd., said “ The success of Dettol and its various product offerings lies in the fact that we have continuously stood by our commitment and offered the best in germ protection. And, it makes us immensely proud of the fact that Dettol is truly one of the most trusted brands amongst Indian households. We are confident that with this support, Dettol will only continue in its growth path and continue in its endeavor to protect Indian families for many more glorious 75 years.”

Introduced in 1933, initially used for cuts and wounds, Dettol soon took a life of its own in every Indian home. Families used it in myriad ways of – wherever they felt the need for disinfection. Interestingly this multi-usage of Dettol Antiseptic Liquid paved the way for the next generation of Dettol. And so, Dettol Soaps was born in 1984, giving consumers the same trusted protection for a “100% bath”. Soon followed Dettol Shaving Cream for protection during shaving and Dettol Plasters. Dettol Liquid handwash came in 1994 for protection in every hand wash and recently in 2007 Dettol Body Wash was introduced – offering the protection of bathing in a modern, convenient format.

Over the years of the original Dettol Antiseptic Liquid, even as Dettol’s product bouquet has grown, the trusted protection has remained the same. With its distinct smell, color and sting, it evokes an emotional bond in millions of hearts – it’s Dettol, it’s working!

Dettol advertising starting in 1960s has centered on educating consumers on the need for protection from germs, while offering solutions to manage the problem of germs wherever and whenever they may occur. Starting then and till now Dettol advertising has celebrated the role of a mother in protecting her family. Because ‘If she doesn’t take care of them who will?’

Dettol, has been voted, one of India’s Top Most trusted brands, year after year, inspiring Dettol to do even more, each day, each year. Through its consumer touch program Dettol Surakshit Parivar and it association with Indian Medical Association, Dettol endeavors to spread awareness about health and hygiene through the country. Since last year 2007, Dettol has also brought the Global Hygiene Council to India and shared its learning’s with media and consumers alike.

75 years is a long time, and yet it’s just the beginning - of another long spirited journey for Dettol. For Dettol it’s 75 years of protecting families, 75 years of health and hygiene, 75 years of trust.

For further information, please contact:

Integral PR Services Pvt. Ltd.

Yasser Alvi

E-mail: yasser@integralpr.com

Mobile: 9818047457