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BY Eularie Saldanha

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The pandemic has compelled every household to take hygiene seriously. Even then, the wide range of products filling the market during the COVID-19 pandemic has left consumers in a bit of a dilemma in understanding the differences between cleaning agents and disinfectants.

It is this confusion that RB Hygiene seeks to address through its latest campaign for Lizol, by creating awareness about hygiene in the home and public sanitation. Sukhleen Aneja, CMO & Marketing Director, RB Hygiene, South Asia takes us through the brand’s latest campaign, the company’s various initiatives, newest innovations and the marketing strategy adopted in these challenging times

Q] Tell us about your recent ‘Safe To Touch’ campaign from Lizol…
There is greater awareness on hygiene and sanitation levels which has led to category adoption for home and personal hygiene products as well. Cleaning floors is a daily ritual in Indian households but surfaces like kitchen tops and doorknobs are only wiped down, but not disinfected.

Disinfection is the first line of defence in protection against germs and COVID-19 virus. It is therefore imperative to disinfect multiple surfaces, toilets and bathrooms in the house, instead of cleaning them superficially. Lizol disinfectant surface cleaner effectively fights these germs and is effective against the COVID-19 virus, thereby protecting homes and making surfaces ‘safe to touch’.

Q] You recently also rolled out a campaign for your brand, Harpic. What was the insight and objectives behind the campaign?
Being a leader in the toilet care category in India, Harpic has been pioneering the cause of hygiene and sanitation in Indian homes. Harpic’s two new campaigns- ‘Saaf Nahi Swachh’ and ‘All-Rounder’ establish the fact that bathroom cleaning and disinfection cannot be ignored. Akshay Kumar is the brand ambassador for both campaigns.

The focus of the campaign is primarily three-fold. It involves driving behavioural change by educating consumers on the need for cleanliness and disinfection. Harpic Toilet and Bathroom cleaner have been tested by accredited external laboratories and have been proven to effectively kill the COVID-19 Virus and >99.9% germs when used undiluted.

It also saves water by using lesser when compared to generic products.

Q] The company recently donated 1 million litres of Lizol and Harpic to support public sanitation initiatives. Tell us about that.
To address this collective fight against the spread of COVID-19, we have extended our support to frontline workers who are working diligently to keep our fellow Indians safe. We have committed to donate one million litres of Lizol and Harpic to municipal corporations and state governments across the country to disinfect public utilities and healthcare institutions.

RB houses a stable of brands found in households in more than 190 countries. These include Enfamil, Nutramigen, Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Cillit Bang, Mortein, Finish, Vanish, Calgon, Woolite, Air Wick and more. 20 million RB products a day are said to be bought by consumers globally, with a total of 40,000+ diverse colleagues worldwide.

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Q] Lizol’s ‘e-commerce first’ innovation, Lizol Double Concentrate Disinfectant Surface Cleaner is being sold exclusively across e-commerce platforms. What was the rationale behind launching this only on e-commerce?
Lizol’s innovation is a 2X concentrated formula and our first-ever disinfectant concentrate to be sold exclusively across e-commerce platforms in India, keeping in mind the significant growth the retail e-commerce has seen in the country.

Q] Tell us about the media mix you’re employing during this time. How has your media strategy for your various brands changed?
The COVID-19 outbreak has changed content consumption patterns in a big way. The nationwide lockdown followed by restricted living has consumers spending extra time at home. This has led to an uptake of TV viewership as well as content consumption on digital platforms. For us, both Television and Digital are key at this point in time.

Q] What is your approach towards marketing and communications for your product portfolio during this time?
Today, consumers are more mindful and conscious about their purchasing decisions. They are seeking purpose and value in everything thing they do, perhaps, more than ever before. Consumers and communities are experiencing a never-seen-before inflection point.

RB’s purpose to protect, heal and nurture in the relentless pursuit of a cleaner and healthier world, has never been more relevant. Our campaigns are focused on spreading awareness and educating consumers on the need and importance of disinfection.

Sukhleen Aneja, in her current role, is responsible for handling marketing operations for the RB Hygiene Home portfolio across India, Bangladesh and Sri Lanka. Prior to her current role, Aneja has led diverse, multi-cultural teams in both marketing ops and global innovations in Hindustan Lever and L’Oreal Paris on marquee brands like Dettol, Durex, Garnier and Lakme.

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