Will increase investments on Banega Swachh campaign: Reckitt Benckiser

Consumer and healthcare products maker Reckitt Benckiser (RB) will step up investments on its Banega Swachh India campaign after its first phase ends later this year, RB South Asia (health) chief marketing officer Pankaj Duhan told ET. The Banega Swachh campaign, RB’s most ambitious move aligned directly with the Modi government’s Swachh India cleanliness drive, saw investments of Rs 100 crore in its maiden five-year phase which was kicked off in 2014.
“We are committed to continuing the campaign. We are reinvesting more than what we did before; the spends will be significantly higher this time,” Duhan said.

He declined to mention the planned investment, stating that details for the next phase of the campaign were in process of being worked out.

The maker of Dettol antiseptic and soaps, and Harpic and Lizol household disinfectants had roped in actor Amitabh Bachchan as the face of the campaign in 2014.

“We don’t get into quantifying return on investments for the Banega Swachh campaign. But since 2014, our brands like Dettol have continuously gained share and increased equity scores and distribution,” Duhan said.

RB has introduced what it says is a chemicals-free range of soaps and handwashes co-created with mothers. “We may branch out into different categories depending on how these pan out; but right now these are our focus,” Duhan said. Within bar soaps, Dettol has a 10%-plus value share, while in the smaller handwash category it has a 45-50% share.

India is a top-five market for the UK-based healthcare and consumer products maker.