According to week 29 (July 16 to July 22) BARC data in the ‘Top 10 Brands across genres’ category, Dettol has topped the charts with 31,052 insertions. This is the second time in a row that Dettol has claimed the top spot. In the previous week (July 9 to July 15) the brand had 30,112 insertions.
Dettol has started climbing the BARC chart recently. On week 27(July 2-July 8) it grabbed the second spot with 22,297 insertions. But there was no mention of the brand on the chart a week prior to that. On week 25 (June 18 to June 24) it appeared on the fifth spot with 17,790 insertions.
Recently, Dettol partnered with Chef Sanjeev Kapoor to create awareness around the importance of kitchen hygiene. The television campaign, conceptualized by McCann, campaign stars the chef and features Dettol handwash and kitchen gel is aired across the country. It depicts how modern consumers are trending towards healthier eating habits but tend to overlook elements related to personal hygiene and cleaner kitchens. It aims to create awareness about the importance of germ protection in kitchen among a larger audience.
This is part of the larger nationwide hygiene and sanitation campaign launched by RB in ‘Dettol - Banega Swachh India,’ a 5-year ambitious program to address the need of improving hygiene and sanitation in India. RB has committed a sum of Rs 100 crore towards this initiative until 2019.
On the other hand, Patanjali which has emerged as one of the largest advertisers in the country and was on the top spot on week 27 with 26,361 insertions, is witnessing a different scene. On week 28 it claimed the second spot with 25,664 spots but on week 29 it slid down to 9th spot with 13,819 spots. Also it has ran into trouble again with the government receiving 33 complaints regarding Patanjali’s advertisements in the last one year of which 25 were found to be violating the advertising code.