Reckitt Benckiser has uveiled a new ad campaign for its disinfectant floor cleaner brand Lizol. The focus of all-purpose cleaners advertising in India has been mostly focused on killing germs kill, but the new TVC seeks to differentiate the brand on the platform of cleaning tough stains and great fragrance, along with guaranteed germ kill. Over the years, this triple benefit of Lizol DFC has been driven home through the popular Sarla Deshpande film.
The new multi media campaign for Lizol seeks to drive home the difference between ‘belief’ and ‘truth’ to the consumer. The campaign, developed by JWT, Delhi, is around the creative idea of “Soch ya Sach”. It challenges the common consumer belief (soch) that ordinary cleaners eliminate germs, while the truth is that even after cleaning with ordinary cleaners; millions of germs are left behind. Lizol with its unique formulation kills ten times more bacteria than phenyls, including the common disease causing bacteria.
To clearly communicate the three unique consumer benefits Lizol DFC has been re-branded as Lizol ‘3-in-1’. The old pack graphics have been redone keeping in view the need to appear refreshing and stand out on the shelf.
Talking about this new communication, Anne Engerant, Marketing Director, said, “Through this campaign we want to shake up and challenge long standing consumer beliefs about cleaning. As market leaders we are now providing consumer with new information so that she can make a more informed brand decision”.
Chander Mohan Sethi, Chairman and Managing Director, Reckitt Benckiser India Ltd, said, “We are constantly innovating to bring unique solutions in surface disinfections and cleaning to the consumer. Last year, we had launched two new fragrances, to give consumers more choice based on their individual preference. As a result, the brand grew by more than 60 per cent in last one year. In the new campaign, as a true leader Lizol establishes itself as gold standard in disinfection.”
The campaign is currently on air in all popular TV channels, including Zee, Sony, STAR Plus, etc. This new campaign is being aggressively supported by below the line initiatives as well which include hoardings, billboards all over India. There will be press ads in all the newspapers.