Mumbai: Dettol, India’s most trusted germ protection brand, launched a one-of-its-kind campaign, #DettolSalutes. For the first time in its history Dettol, as a tribute to COVID-19 warriors replaced its iconic logo with an image of a COVID Protector along with the ‘Protector’s inspiring story.
Dettol has curated 100 such stories from across India and carried them on its liquid handwash packs in honor of the protectors who have selflessly helped numerous people. In addition, Dettol has also launched a website-www.DettolSalutes.com. This platform is created especially for people from across India to share stories and acknowledge Covid protectors in their midst by creating customized virtual packs and sharing it on their social media channels.
Commenting on the #DettolSalutes campaign, Dilen Gandhi, Regional Marketing Director, South Asia – Health & Nutrition, Reckitt said, “True to Dettol’s legacy of being a protector, #DettolSalutes is our way of paying tribute to the many other protectors in the country. We believe these stories when shared, give a sense of much-needed optimism among those seeing them. Therefore, as a brand, we have for the first time in Dettol’s history, given up our logo to share their actions. As the packs carry these stories, we believe they will also carry a message of hope across our country.”
Since the beginning of May 2021, Rushabh Turakhia, has started his own initiative for senior street vendors. Rushabh walks the streets of Mumbai for over four hours every day to meet old vendors who are abandoned by their families. He educates them about the COVID-19 virus and gives them Rs 7,000 to Rs 15,000 of his own money in order to help them out. He meets at least two vendors a day. He, along with his 16-year-old son, has also started a pan-India ration distribution initiative that reaches remote villages. So far, he has reached out to over 200 families across Gujarat, Maharashtra, and Rajasthan.
Another noteworthy initiative is led by Mizga and Faiyaz Shaikh, a couple from Mumbai. Owing to the financial constraints that were stopping them from helping people, Mizga and Faiyaz used up the personal savings they had put together to buy a house for themselves. When that was over, they decided to use their provident fund money and ensure no one in their locality slept hungry. Mizga and Faiyaz have provided ration kits to around 1000 families and cooked and supplied food to more than 15 COVID-19 patients who were unable to take care of themselves.
There is a diverse and inclusive mix of hand-picked stories of individuals from across India – ranging from metros to smaller cities, from seniors to the youth and covering all regions. The intent is to cover a wide spectrum, thereby striking a personal chord with people from across the country. With the change in brand packaging and replacing its logo, Dettol aims to reach out to its consumers and show its solidarity by instilling a sense of hope to get through this phase.
Dettol as a part of the #DettolSalutes campaign launched an anthem last week to spread the message of hope and resolve during these tough times. Keeping in line with reaching out to a diverse audience, Dettol has also launched its anthem in sign language to make it more inclusive. This is the first time that Dettol will be showcasing an ASL advertisement on national television. With the anthem, Dettol aims to reiterate the importance of following Covid protocols including maintaining good hand hygiene.
The four million #DettolSalute packs will be available on e-commerce channels and across 500,000 stores in India from the third week of June.