Dettol, coining a new cultural currency for hygiene in India – APPIES Asia Pacific 2016 Gold Winner

dettol appies apac 2016

With “Dettol, coining a new cultural currency for hygiene in India”, we come to end with our Gold winning campaign features from APPIES Asia Pacific 2016.

This campaign for Dettol, a brand of Reckitt Benckiser India, was created by McCann Worldgroup India. It was their third Gold winning campaign at APPIES Asia Pacific 2016.

Campaign Synopsis

This case study is a classic example of how unearthing a cultural insight can catapult a brand into popularity while
delivering on business results.

Dettol India was struggling with low & stagnating penetration in spite of enjoying 100% brand awareness.

By coining a new cultural currency for hygiene and elevating the brand stature to become the benchmark for absolute cleanliness, Dettol not only achieved its highest ever penetration in its 75 years of presence in India, but further managed to spark a new hygiene ritual.


Agency: McCann Worldgroup India

Nutan Sooda – General Manager

Prateek Bhardwaj – National Creative Director

Vibha Gupta – Strategic Planning Director

Client: Reckitt Benckiser India Pvt. Ltd.

Arjun Purkaystha – Marketing Director

Anupriya Singhal – Senior Brand Manager

Namrata Shetty – Assistant Brand Manager


Jitender Dabas, Chief Strategy Officer, McCann Worldgroup India

Vibha Gupta, Strategic Planning Director, McCann Worldgroup India

appies asia pacific

APPIES Asia Pacific 2022 will be hosted by Malaysia!

APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

Despite hosting this event virtually due to the ongoing battle against COVID-19, this is the only event in the region where Live Presentations meets Live Judging.

Similar to TED Talks, APPIES is the chance for great presenters with outstanding work to show it off to some of the region’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!

For more details visit

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