Product details

Dettol, an antiseptic liquid owned by Reckitt Benckiser India Ltd, ever since its launch in 1930s was the generic name for the liquid antiseptic products category and enjoyed undisputed market leadership.  In the 1990s, Savlon known as an antiseptic that did not sting, was relaunched in India by Johnson & Johnson India (J&J India) to counter the growing dominance of Dettol, but never succeeded. Meanwhile, the antiseptic product category expanded to comprise creams, liquids, soaps and other product varieties. On the other hand, the diversified Indian conglomerate, ITC Limited (ITC) was trying to establish itself as a formidable player in the personal care business since 2005. In 2015, ITC acquired Savlon from J&J India with an aim to create a new engine of growth in the health and hygiene product category. ITC made efforts to rekindle the dormant brand Savlon by extending into newer segments such as soaps and handwash. In 2016, ITC sought to reposition Savlon as a brand that could create value for the company, the consumer and society at large and launched an innovative 'Healthy Hand Chalk Sticks' campaign to induce the habit of washing hands with soap among rural school children in India. The innovative idea not only reached several thousands of school children across rural India, but also won several awards for the creativity, attracting divided opinions among advertising and branding experts. It remained to be seen whether ITC be able to revolutionise the handwash market and build Savlon into a INR5 billion brand riding on creative accolades and 'Swasth India Mission' campaign.