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Home » OOH News » Dettol's new awareness partner: Dabbawalas!
Dettol's new awareness partner: Dabbawalas!

By VJ Media Bureau - December 19, 2013

The brand ties up with Mumbai's Dabbawalas to reach out to 10,000 households with product samples planted in lunchboxes and combined it with an awareness information drive.

Dettol Kitchen Gel surprised about 10,000 housewives across the suburbs of Mumbai by keeping a pack of Dettol Kitchen Gel in the boxes carried by Mumbai's iconic dabbawalas.  The specialist disinfectant kitchen cleaner Dettol Kitchen Gel partnered with the efficient Dabbawalas of Mumbai to create awareness around the importance of kitchen hygiene. Each of the 10,000 lunchboxes was tagged with a small booklet with surprising facts on germ contamination in kitchen. The objective was to provide a chance to use an expert cleaner for keeping their kitchen clean and family healthy.
 

In one of the studies recently conducted by Global Hygiene Council, a global independent body of experts on health and hygiene, it was revealed that up to 90% of surfaces touched during preparation of a simple meal can become contaminated with bacteria from food, which in turn can cause food borne illness. Elements in kitchen like chopping boards, cleaning cloth, taps, plates, and other utensils can become readily contaminated with bacteria if they are not adequately cleaned after meal preparation. This is not all; even the leftover food in the lunchbox can act as a perfect breeding ground for germs and bacteria. Hence there is a burning to need to use an expert kitchen cleaner for not just keeping the kitchen clean, but also keeping the family healthy.
 
Akhil Chandra, Managing Director, RB India said, "Consumers see Dettol as trusted champions of health, an "expert” that guarantees protection from germs. Our association with the Dabbawalas in Mumbai allows us to take the message of Kitchen hygiene to a large number of households. Recent studies by Global Hygiene Council clearly revealed kitchen as germ hotspots. While creating awareness, we also wanted to custodians of family health, mothers and housewives, to use an expert kitchen disinfectant cleaner to extend our promise of germ protection to the kitchen by providing a single solution for a truly healthy kitchen and family.”
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