The Campaign

The concept of hand sanitizing is not known to most people in India. So we wanted to create unique ads to make Dettol, India's leading hygiene brand, synonymous with it. That's when we observed that most animals don't need water to clean themselves. By simply licking, they manage to keep themselves clean and free from germs. So we made animals from hands to deliver these impactful demonstration ads.

Creative Execution

Most animals don't need water to clean themselves. By simply licking, they manage to keep themselves clean and free from harmful germs. We made animals that clean like this from deft illustrations of hands, to do these 'impossible to miss' demonstration ads for Dettol Hand Sanitizer, that cleans hands without any water. The art is minimal, simple and self explanatory. While the white background helps the illustrative figures stick out and communicate effectively.

Indication of how successful the outcome was in the market

A visually stand out campaign that has made Dettol synonymous with hand sanitizing in India. The campaign created interest amongst the consumers, which was evident from rise in sales across the country.

We chanced upon this gem of an observation that most animals don't need water to clean themselves. By simply licking, they manage to keep themselves clean and free from harmful germs. Borrowing inspiration from this unique behaviour, we've demonstrated the efficacy of Dettol Hand Sanitizer, that cleans hand itself without water. We chose print and outdoor to communicate the message. While the primary target audience are mothers of India, the catchy minimalistic art enjoyed attention of the larger audience, including mothers.