Dettol, the germ protection brand from the house of Reckitt Benckiser, had earlier this month announced the launch of its Dettol Liquid Handwash in a 100% recycled bottle in India.
To promote the launch, the brand collaborated with a few celebrity influencers such as Dia Mirza, Gul Panag, Karanvir Bohra, Pratibha Bhadauria and others, who talked about hygiene practices, keeping the environment safe and cleaning hands, especially during these unprecedented times, in social media video posts.
Dia Mirza’s post:
Gul Panag’s post:
Karanvir Bohra’s post:
Pratibha Bhadauria’s post:
It’s no doubt that the collaboration of influencers to promote product launches is a must in a marketing plan. But partnering with relevant influencers who create genuine content is the key. Even if it is a known thing to the consumers that these people are being paid to create videos for the brands, in real life, their philosophy must match what the brand stands for, otherwise the authenticity factor is compromised.
According to content marketing agency Sheeko, the brand was able to reach more than 3.85 lakh people in a media value pegged around Rs 10 lakh.
As evident from the Sheeko’s activity graph, Dettol has been active on digital platforms in the past two months, but after coming up with this initiative, there has been a significant rise in their numbers.
Sheeko Brandscore graph of Dettol’s performance since the mid of August this year:
Sheeko Brandscore graph of Dettol’s reach on social media in a year:
In the case of Dettol here, the brand ensured that the influencers it partners with are the ones who in real life are compassionate about the protection of environment and follow healthy hygiene practices.
The limited-edition handwash bottle has a contemporary design in black colour highlighted by golden inscriptions. Certain proceeds from the sale of every bottle will directly go to the Assocham foundation for plastic waste recycling, among other environmental causes. With this launch, Dettol aims to reach conscious consumers who want to make a positive impact on the environment while ensuring regular handwashing habits are maintained.
Commenting on the launch and the initiative, Pankaj Duhan, Chief Marketing Officer, RB Health South Asia, said, “The onset of the pandemic has raised many questions surrounding plastic waste. Being a leading health brand, we at Dettol have partnered with our consumers in their journey to fight the spread of Covid-19 by propagating correct hygiene measures. However, it is also our responsibility to address the environmental concerns arising due to the increased use of plastic. With this launch, Dettol’s protection from the 100 illness-causing germs packed in 100% recycled packaging will not only protect your hands from germs but your environment too. This will provide environmentally conscious consumers with an opportunity to give back to the environment while getting their trusted Dettol germ protection. I am proud to say Reliance Retail has joined hands with us as an exclusive partner to make the dream of bringing the new Dettol 100% recycled handwash bottle to your homes.”
As a mission-driven company, RB is committed to creating a positive environmental impact through sustainable business practices. RB said on a global scale, by 2025, the company will have 100% plastic packaging for all products made using reusable or recycled material.
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