Campaign India Team
Jul 17, 2020

Battle of the Brands: Dettol Vs Savlon

A weekly round up of the action in the social media space

Battle of the Brands: Dettol Vs Savlon
What’s the single biggest lifestyle change people have made since the lockdown? The answer is obvious – washing hands and using sanitiser! Never have we been more meticulous about either of these activities – in fact, a while ago, people were often ridiculed for using sanitiser on the one hand and eating street food on the other. That seems like a lifetime ago. Today, when washing our hands and keeping them virus free is a matter of survival –  we thought of comparing the two leading handwash brands in the country – Dettol and Savlon.
 
Talkwalker, a social media analytics company, based in Luxembourg, provides information on the using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data. 
 
Mentions:
 
 
On the face of it, it really looks like Dettol has won this round since it has so many more mentions than Savlon, but a large part of this can be attributed to the Dettol handwash challenge which yielded fabulous results. To ensure that there is an even playing ground between both, we’ve taken data between 1st May and Mid-July after the buzz about this particular campaign had died down. The big peak for Dettol happened on June 8, when they announced that after extensive testing some of their products were 99.9% effective against the virus if used in accordance to directions. This of course made headlines and added to their credibility. Savlon too, had some traction around the same period because of its handwipes and the fact that it’s soothing to the skin while still protecting it.
 
Demographics: 
 
Who’s talking about these two platforms? The short answer is – everyone. But on the internet, more women are talking about Dettol, than Savlon it seems. Savlon also stands out as almost 20% of the buzz related to them comes from the 35+ age group, while for Dettol, after the millennials, it looks like Gen Z is the most prominent demographic.
 
Unique authors and media:
 
 
Looking at the buzz online is always great, but it’s also worthwhile to check how many unique authors or individuals are contributing to it. Dettol seems to have almost twice the number of contributors as compared to Savlon. However, Savlon has a more robust distribution of mentions across various mediums, with Twitter, Online news, Facebook and other channels in the mix. Dettol’s buzz seems to be mainly Twitter based.
 
Themes:
 
 
Last, but not the least, let’s look at the broad themes around both products. It comes as no surprise that the biggest theme associated with each brand is the name of the brand/product itself. For Savlon, other prominent themes include Savlon, spray and hard. For Dettol, the other themes are mainly liquid ( presumably associated with their liquid soap), sanitiser and buyer.

 

Source:
Campaign India