"Dettol Skincare Soap is not like any normal soap. It is a soap with perfect balance. It protects from germs in day to day life and helps skin remain beautiful with its moisturising effect," says Vikram Datta, brand manager, Reckitt Benckiser. Datta is talking about the new Dettol commercial, the first one to hit TV screens in two years. So, what's new about Dettol Skincare soap?
"The product was there in the market. It's just re-positioning," explains Datta. The TVC has a young TV journalist who says that life needs to be balanced on both the professional and personal front. She has to take care of her career, her family and remain careful about her skin as well. Dettol Skincare soap not only protects her from germs but also keeps her skin beautiful. When her husband asks her the secret behind the radiant look, she replies, "Perfect balance". The earlier ad featured a girl's amazement on discovering that the new white soap her sister is using is not a beauty soap but Dettol.
JWT is the agency and according to Subroto Pradhan, vice president and director client servicing, "the brief we got from Reckitt Benckiser is 'perfect balance', meaning - the soap not only helps protect one from germs, it also has beauty benefits." Shobhit Mathur, creative director has this to say: "As the target audience for the product is basically the Dettol household, we planned to communicate it from the mother's point of view." The last ad too was communicated from a mother's angle. "However," says Mathur, "this time our aim was to show the modern woman. In this ad, the protagonist is a journalist as well as a mother. But she balances both her jobs well."... more