Dettol as a brand has become synonymous with health and safety. The distinct smell of the products is identifiable with cleanliness. Years of work has helped Reckitt and Benckiser to achieve this feat. Advel is proud to have been a part of this journey.
The idea was to create and maintain the presence of Dettol in a large number of hospitals and chemist shops/drug stores. The campaign was spread across three cities: Delhi, Mumbai and Hyderabad. Overall, close to 1600 stores and large hospitals were covered.
Billboards and posters were just the tip of the iceberg. It is the strategic presence inside the hospitals, in form of advise boards and products that made the impact. The process involved was huge. Experts and teams were involved in getting permissions and executing the plan. There were two major positives that the client took away from this project: considerably lower than estimated cost, and prolonged presence.
Not only was the cost cut down by 15%, 80% of the billboards and posters inside the hospitals remained there much after the stipulated time. So, the prolonged presence helped the brand reassure its superiority in the market.