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Maa Maane Dettol Ka Dhula
'Now, clean your hands with P.C.M.X.'. It feels a little uncomfortable to hear this. But it seems good to hear 'Dettol kare germs ki dhulai'.
Almost every famous brand has been connected with some memorable events. At that time, the company known as Reckitt & Sons (now only RB), had decided its antiseptic liquid to be known as PCMX. Around 1930, the company of Dettol chose this name because it was a short form of parachlorometaxylenol.
The management wanted the name to be included in the medical history and therefore, the company had been testing PCMX in hospitals and maternity homes for a long time. At that time, its proportion in Dettol's total mixture was 4.8% which was powerful enough to deliver its Germicide Property Solution. At that time, it was less harmful than other antiseptic liquids that could damage the skin.
People could not have remembered the name P.C.M.X. as much as Dettol today. Although Dettol had no indication of its formula, the medical association associated with it was not unknown to anyone. Dettol's no-nonsense and clean packaging, thin bottle and easy-to-open lid were among the reasons for its success. The bottle was similar to the bottles used in the thirties.
The use of white on the green colour in packaging was a reminder of the hospital and nursing homes. Dettol's white sword was a symbol of the doctor's cross. The company cleverly established the sword as a 'Sword of Trust' in advertising around the world. At the same time, a few clouds symbolised the process of dettol in water. In 1932, it was made available in the Indian market in the same year after manufacturing in the RB factory in England when no one thought about launching a product in more than one country.
Dettol was approved in hospitals and nursing homes as first aid, for cleaning linen. But since the common Indian preferred to use turmeric at home, Dettol would have to travel a long way to make a famous name like today. The company sought the help of a reference from the doctors. Allopathic doctors used to use antiseptics for cleaning wounds and minor surgery. The company ensured that this liquid must be Dettol, and none else. So when the patient saw the doctor using Dettol, he too would leave with good faith about Dettol.
In 1960, the company launched a cinema ad that was a message of germ protection through a mother-son relationship. This lasted for almost a decade. The company also effectively branded The Dettol. The company launched several memorable ad campaigns like ‘Maa Maane Dettol Ka Dhula’, ‘Back to School’, ‘Swachh Banega India’ etc.
In 1981, Dettol started making soap. By 1990, the company had added plasters, liquid soaps, and shaving cream to its portfolio. In the 21st century, the company added body wash, kitchen gel, hygiene liquid and wet wipes to its portfolio.
Today, Dettol dominates the market share of antiseptic liquids at about 85%.
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