Covid Protectors replace Dettol’s iconic logo on 4 million packs!
~Dettol pays tribute to the numerous unsung protectors of the Covid pandemic in its new campaign #DettolSalutes~
~A Chennai-based Independent Social Development Consultant, his focus during the second wave has been to provide essentials to frontline workers, sanitation workers, covid patients, caregivers and homeless seniors~
~Yesu pours his savings into feeding families and providing access to counselling for people in the LGBTQ community~
Chennai, 7 June 2021 – Dettol, India’s most trusted germ protection brand, launched a one-of-its-kind campaign, #DettolSalutes today. For the first time in its history Dettol, as a tribute to Covid-19 warriors replaced its iconic logo with an image of a Covid protector along with the ‘protector’s’ inspiring story.
Dettol has curated 100 such stories from across India and carried them on its liquid handwash packs in honor of the protectors who have selflessly helped numerous people. In addition, Dettol has also launched a website- www.DettolSalutes.com. This platform is created especially for people from across India to share stories and acknowledge Covid protectors in their midst by creating customized virtual packs and sharing it on their social media channels.
Commenting on the #DettolSalutes campaign, Dilen Gandhi, Regional Marketing Director, South Asia – Health & Nutrition, Reckitt said, “True to Dettol’s legacy of being a protector, #DettolSalutes is our way of paying tribute to the many other protectors in the country. We believe these stories when shared, give a sense of much needed optimism among those seeing them. Therefore, as a brand, we have for the first time in Dettol’s history, given up our logo to share their actions. As the packs carry these stories, we believe they will also carry a message of hope across our country.”
Since May 2020, Srini has been raising funds to feed some of the most vulnerable communities affected by the pandemic. During the second wave he has also been acting as a medium of contact for Covid positive patients helping them get meals, oxygen cylinders, concentrators, beds and more. So far he has raised more than Rs 40 lakh for COVID relief which has impacted the lives of over 1.5 lakh individuals.
Yesu Raj a Chennai-based make-up artist and LGBTQ activist has made strides in empowering the queer community. During the lockdown when several members of the community began to face challenges to even find essentials, Yesu stepped in to help. Founder of Magizhvan Foundation, he used his personal resources to provide food and groceries to over 150 families and even paid house rent for 10 people. At a time when many were losing their jobs due to the lockdown, he managed to find employment for two people. But above all, he has also been facilitating free counselling services for over 100 people from the community.
There is a diverse and inclusive mix of hand-picked stories of individuals from across India – ranging from metros to smaller cities, from seniors to the youth and covering all regions. The intent is to cover a wide spectrum, thereby striking a personal chord with people from across the country. With the change in brand packaging and replacing its logo, Dettol aims to reach out to its consumers and show its solidarity by instilling a sense of hope to get through this phase.
Dettol as a part of the #DettolSalutes campaign launched an anthem last week to spread the message of hope and resolve during these tough times. Keeping in line with reaching out to a diverse audience, Dettol has also launched its anthem in sign language to make it more inclusive. This is the first time that Dettol will be showcasing an ASL advertisement on national television. With the anthem, Dettol aims to reiterate the importance of following Covid protocols including maintaining good hand hygiene.
The 4 million #DettolSalute packs will be available on e-commerce channels and across 500,000 stores in India from the 3rd week of June.
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About Reckitt:
Reckitt* is the global leading consumer health and hygiene company. Driven by a purpose to build healthier lives and happier homes, RB has operations in over 60 countries. From the foundations of wellness and infant nutrition to the fundamentals of a hygienic home, its global brands help people live healthier, happier lives. RB has world leading Power brands which include household names such as Dettol, Harpic, Lizol, Veet, Durex, Strepsils, Mortein, Vanish, Air Wick, Enfamil, Nutramigen, Nurofen, Strepsils, Gaviscon, Mucinex, Scholl, Clearasil, Finish, Calgon, Woolite. RB’s unique culture is at the heart of its success. Its drive to achieve, passion to outperform and commitment to quality and scientific excellence are manifested in the work of over 40,000 RB employees worldwide.
For more information visit https://www.rb.com/
*RB is the trading name of Reckitt Benckiser group of companies.
