Dettol goes the FOMO route to get children to wash their hands

Watch the film conceptualised by McCann Worldgroup India here

Oct 06, 2021 07:12:00 AM | Video | Campaign India Team

Dettol has rolled out a film for the launch of its Foaming Handwash. 

Conceptualised by McCann Worldgroup India, the film shows how a child opts to not wash his hands as he enters his house after playing. His mother is concerned about it and asks her sister-in-law to help. The sister-in-law used the FOMO (fear of missing out) method and says that it's a good thing that he doesn't want to wash his hands as they would have to share Dettol's Foaming Handwash. The child hears that and is immediately attracted to the product and ends up washing his hands.
Dilen Gandhi, regional marketing director, South Asia – health and nutrition, Reckitt, said, “Dettol has been protecting homes and families for decades. Pioneering the hand hygiene space, we continue to innovate and deliver products that elevate consumer experience. Our new product - Dettol Foaming Handwash, is a superior product offering for consumers who are looking for protection, cleanliness and moisturising all-in-one. We are certain that this product will be loved by families and children.”

Kapil Batra, creative head, Delhi, McCann Worldgroup, added, “Hand hygiene has never been this critical. But when it comes to kids, making them wash their hands can be quite challenging. But with Dettol Foaming Handwash, we saw a perfect solution for this challenge, and arrived at our campaign thought, 'Haath dhone ka karega mann because now hand washing is fun' (you will want to wash your hands, because it is fun). The story brings this thought alive in an engaging and convincing manner and we are confident that this will help kids adopt a healthy habit, thus keeping them free of illnesses.”


Agency: McCann
Production house: Guliver Motion Pictures
Producer: Prakash JN Ganderi
Director: Parikshit Vaidya
DOP: Sudeep Chatterjee
Music: Aman Pant
Sound engineer: Rishab Agarwal