Dettol, Savlon bottle safety, battle perceptions in new campaigns

Two brands that have spent a lifetime in the country are caught in the whirlwind of shifting customer perceptions. Dettol owned by Reckitt Benckiser (RB) and Savlon that was acquired by ITC from J&J in 2015 have both spent more than half a decade in the country, positioning their brands as trusted aides in household safety. But as safety acquires a whole new meaning for the core audiences the brands serve (mothers and children) and regulators take a hard look at the claims of protection against germs made by these brands, the two are doubling down on their efforts to reassure and retain their .....

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