Mumbai: In a first, hygiene brand Dettol has replaced its well-known logo with the image of Covid warriors on its liquid handwash packs. The four million packs will be available on e-commerce channels and across 500,000 stores in India from the third week of June.
The move, under its newly launched #DettolSalutes campaign, also features the unsung protectors’ inspiring stories alongside a label saying “Our Protectors”, acknowledging their contribution to India’s battle against Covid-19.
“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,” said FMCG major Reckitt, which owns the brand. Under its #DettolSalutes campaign, Reckitt has curated 100 such stories from across India and carried them on its liquid handwash packs in honour of the protectors who have helped numerous people during the pandemic.
“During the second wave, hope was replaced by panic and fear. 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,” said Reckitt South Asia – health and nutrition- regional marketing director Dilen Gandhi.
The company has partnered with Better India to curate stories of individuals from across India – ranging from metros to smaller cities, from all demographics and covering all regions, in a bid to represent the diversity of our nation.
In addition, Dettol has also launched a website- www.DettolSalutes.com especially for people from across India to share stories and acknowledge Covid protectors in their midst by creating customised virtual packs and sharing them on their social media channels. “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,” the company said.
The campaign kicked off virtually with an anthem, which was also released in sign language to make it more inclusive. This is the first time that the brand will be showcasing an ASL advertisement on national television.