Dettol redefines cleanliness in Ramadan campaign

Reckitt's disinfectant and hygiene brand Dettol has partnered with Havas Malaysia in launching a video campaign titled "Selangkah Lebih, Selangkah Kasih" which directly translates to "An extra step, an expression of love". 

This campaign carries an objective to embody the spirit of Ramadan, whereby acts of kindness and compassion go hand in hand with the pursuit of spiritual purity. According to Dettol, "Selangkah Lebih, Selangkah Kasih" represents a strategic move by Dettol and Havas Malaysia to reintegrate into consumers' lives, fostering emotional connections through everyday hygiene routines.

The campaign looks to promote good hygiene practices, Dettol endeavours to facilitate a balance between physical health and spiritual fulfilment, encouraging viewers to see that the Ramadan experience will be indeed more enriching for all if personal hygiene and health practices were observed carefully.This campaign was launched during the month of Ramadan, and will be amplified through television, point-of-sale displays and social media platforms.

“Our "Selangkah Lebih, Selangkah Kasih" campaign goes beyond cleanliness and germ protection. It is Dettol's commitment to empowering individuals," said Tiffany Tang, marketing director MYSG, Health & Hygiene at Reckitt."

The goal is to inspire them to take additional steps to safeguard their health and the well-being of their loved ones, while also extending kindness and compassion to the wider community. I’m glad that Havas helped Dettol redefine the ordinary into meaningful acts of devotion. This campaign represents a strategic move to foster emotional connections, one hygiene habit at a time," she added.

“With some imagination, the functionality of a product can turn into meaningful connections with our target audience. In this context, the additional effort involved in incorporating Dettol into a mother's cleaning routine is interpreted as an expression of love for her family”, added Donevan Chew, chief creative officer, Havas Malaysia.

Throughout the years, Dettol has launched many campaigns and partnered with various agencies across many of their markets in Asia-Pacific. Recently, Dettol partnered with media agency PHD to bring the Sakura experience from Japan to consumers in their Hong Kong market through a media campaign. 

Given the busy lifestyle of working residents of Hong Kong, Dettol aims to provide consumers a moment of respite through a captivating campaign that allows individuals to immerse themselves in the Sakura atmosphere and experience a sense of tranquility.

Through this particular campaign, Dettol had aim to raise awareness of the Dettol ProSkin Sakura Series by highlighting the advantages of the formula used to ensure germ protection and the fact that these products are free from Parabens, Mineral Oils, and Silicones to keep bodies and hands moisturised and clean.

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