Anxious consumers want their fears allayed, or so believe advertisers and the brands they speak for. From Savlon, Godrej Protekt, Blue Star, Lifebuoy, Aquaguard and a long list of health and fitness gear and supplements brands, the positioning lines are being drawn clearly and sharply around the core value of consumer protection—be it the promise of the product or that of the brand in its engagement with stakeholders. While experts see this as a sign of the times, market research company Kantar IMRB predicts that the still undefined, but growing category of ‘protector brands’ will be a money spinner in 2019.