During World Cup 2015, Dettol had launched its ad ‘Maa Maane Dettol Ka Dhula’ (mother trusts only Dettol) during the India-Pakistan match. It is back again with its new TVC to encourage healthy hand washing habits and to promote the launch of its new product ‘Dettol Squeezy’. Its previous ad was subject to criticism with the ‘Dettol Dettol Ho’ jingle and the lacklustre plot. The brand is back with its new TVC featuring the same anthem.
Watch the new ad here:
The new campaign conceptualised by McCann has been strategically launched towards the end of the Indian Premier League. The film opens at a wedding where a man asks the caterer when he’ll feed people. At this point a brass band begins to play and a group of young children begin to sing about the benefits of good hygiene and the importance of washing hands before eating. Prasoon Joshi, chairman -- Asia Pacific, CEO and Chief Creative Officer -- India, McCann Worldgroup, said, “The Dettol jingle is a musical way of reminding people about cleanliness. We wanted to be persuasive yet entertaining without being instructional.”
But the new TVC also got flaks on social media.
In fact, under the previous series of the ‘Dettol Dettol Ho’ two ads were launched during the World Cup. When all the other brands are eyeing the World Cup and the IPL platform to launch their new campaigns, Dettol also did the same thing. But it missed the bus and got caught in the middle of negative attention. Here is a screen-shot of a post which Prathap Suthan, Managing Partner & CCO; Bang In The Middle had shared on Facebook in February this year:
Here are some excerpts of conversation on Twitter around Dettol by consumers during this World Cup:
However, throwing light on how the brand will stand to benefit from this kind of advertising, Lloyd Mathias, Chief Marketing Officer, Hewlett-Packard India said, “The ads are OK and it could work for the brand because they are not subtle at all and are quite on-the-face. The campaign drives home the proposition of cleaning your hands and secondly, the jingle being repetitive stays with you even after the ad is over.”
Watch the World Cup Dettol ads: