Dettol, Savlon bottle safety, battle perceptions in new campaigns

Dettol is looking to protect the positioning of trust and safety for not just its antiseptic liquids but also for the range of extensions under the label

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