Recently, Dettol has collaborated with Master
Chef Cooking Expert Mr. Sanjeev Kapoor who is endorsing brand Dettol hand wash
& Dettol kitchen Gel. This campaign is mainly targeting to women with the
purpose of:
(1) To keep
hand wash before preparing food by Dettol Hand wash liquid &
(2) Use
Dettol Kitchen Gel to keep utensil germs free and clean.
According to article source, brand aim is to
create in-depth awareness about healthy & hygiene kitchen by changing the
habit and being a cooking expert, brand has associated with Sanjeev Kapoor and Dettol
brand is also associated with ‘Swatch Bharat’ mission till 5 years.
Brand &
Communication Strategy:
Dettol has extended its punch line ‘Dettol Ka Dhula’ which is being
utilized for hand wash & soap -especially emphasized for children. Campaign
is simply conveying message by Sanjeev Kapoor that make a habit to wash hand
before cooking & use Dettol kitchen Gel to keep utensil/dish germs free. It
is a fact that while preparing food lots of women are not washing hand either
by soap / liquid (Rural & Urban) or they might washing hand by only
water.
This campaign could make much better &
influential if emphasized more into the ‘realize
with emotions’ rather than simply conveying before cooking/after cooking.
Because, consumers are well- known the brand Dettol but it is just needed to
execution for health protection. Like it should be realize & ready to
change habit willingly.
Strategic
Turning Point:
Moreover, a
fascinating strategically part which I have been analyzed that in order to drive & penetrate into the
market, this entire strategy has been executed by sustaining of established
brand Dettol Hand wash as well as getting strong brand credential by
collaborating with Sanjeev Kapoor - being a cooking expert. It is also
indirectly communicating towards rival brands that keep utensils clean with germs
free rather than only spotless.
Dettol brand
association & endorser combination is perfect but, it just seems a lack of
impact & connectivity in campaign which could make wonderful strategically
and easily can fill the gap by penetration. Always need to consider &
emphasize more on connectivity & effectiveness whenever the matter of
shifting the trend or changing consumers habit.
Habit can
change only when Consumers Connection willingly …
