Renowned Indian Chef promotes kitchen hygiene with Dettol Hand wash & Dettol Kitchen Gel in the new ad campaign
Mumbai, July 14, 2016: Kitchens across Indian homes are not only considered as one of the most sacred places inside a household, but also have a very strong association with mothers dishing out our favourite recipes. However, most people are unaware of the astonishing reality that our kitchens are also a hotbed of germs and have a staggering 500,000 types of different bacteria present in every square inch, a spot as small as a Rs. 2 coin. Despite the importance of kitchens in our lives and the risks it can pose to our health and well-being, research has revealed that 69% women believe that their kitchens do not require cleaning on a daily basis*. In order to combat this misconception and to help consumers reduce the risk of falling ill, Dettol has partnered with renowned Chef Sanjeev Kapoor to create awareness around the importance of kitchen hygiene. Considered as the gold standard in germ protection, Dettol has been committed towards improving the health and hygiene of consumers for over 80 years in the country and with this partnership aims to drive consumer awareness for cleaner and germ free kitchens.
The television campaign starring Sanjeev Kapoor, featuring Dettol Handwash and Dettol Kitchen Gel is being/will be aired all across the country. The campaign depicts how modern consumers are trending toward healthier eating habits but tend to overlook elements related to personal hygiene and cleaner kitchens. Through this commercial, Sanjeev Kapoor advocates audience to adopt two simple routine to keep the kitchen germ-free: by washing hands with Dettol Handwash before cooking a meal and by cleaning dishes and utensils with Dettol Kitchen Gel that combats 100 illnesses causing germs. Dettol Liquid Handwash and Dettol Kitchen Gel have been developed to provide consumers with the best ever protection against germs and bacteria.
Conceptualized by McCann, the new campaign aims to create awareness about the importance of germ protection in kitchen among a larger audience through a clear and assertive message.
Speaking about the initiative, Mr. Nitish Kapoor, Regional Director at RB South Asia, said, “Our campaign “Dettol ka Dhula” has been developed to educate consumers about adopting healthier habits and our portfolio of products on Dettol have been developed to deliver that promise. We firmly believe that Chef Sanjeev Kapoor is the perfect partner in our mission to promote healthy kitchen habits and this association will further help us to further strengthen the trust of consumers in Dettol. Such partnerships and initiatives play an integral role in our national mission of Dettol Banega Swachh India to make India healthier and more hygienic."
Commenting on the association, Chef Sanjeev Kapoor said, “Of late we have been witnessing a trend among people adopting healthier food habits. They actively research, and are well-informed about food options that are better for their health and well-being. However, people are unaware that they also need to inculcate healthy & hygienic practices in their kitchens every day. Research has shown that kitchens at home are one of the major hotbeds for germs; until we keep them clean, and our hands clean too while preparing the food, just eating healthy food will not help. I am delighted to partner with Dettol – a brand with a strong heritage and consumer trust, to raise awareness among people about healthy and hygienic habits in the kitchen to lead a clean and truly healthy lifestyle.”
Talking about the creative concept behind the TVC, Mr. Prasoon Joshi, Chairman – Asia Pacific, CEO & Chief Creative Officer – India said, “Through the ‘Dettol ka Dhula campaign’ we've been trying to bring about a behaviour change in hygiene habits and this campaign adds another dimension to our brand campaign thought Dettol ka Dhula. It is all about inculcating the Dettol habit, whether washing hands before eating or washing hands and utensils before cooking. While the mother is the overall guardian of good hygiene habits, additionally we felt inside the kitchen it would further amplify the message to have Sanjeev Kapoor – an admired and respected culinary expert, reinforce it. I am positive that this will strike a chord with the audience and further build hygiene consciousness in our country.”
The campaign communication is in line with 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. Not only has RB committed a sum of Rs. 100 crore towards this initiative until 2019, but through various initiatives has taken measures to drive behaviour change amongst school children and communities across the country.