Dettol captures attention by timing its creative with Kumbh Mela
Kumbh Mela or Kumbha Mela is a major pilgrimage and festival in Hinduism. It is celebrated in a cycle of approximately 12 years at four river-bank pilgrimage sites: the Prayag, Haridwar, Nashik, and Ujjain. In 2019, the event attracted millions of visitors as the main festival site became a hub for all activity for nearly three months.
As massive crowds came together for the festival, popular hygiene brand Dettol tapped into the heightened awareness about personal hygiene with a combination of YouTube creative. The brand ran TrueView discovery ads on YouTube’s home feed to reach viewers as they scrolled through organic content and served bumper ads with copy highlighting Dettol liquid soap’s low price, long-lasting effects, and, most importantly, hygienic benefits.
The timely combination of creative during the festival quickly connected Dettol with a huge audience. The brand reached three million consumers in just the first three days. After the full 11-day campaign was completed, Dettol had reached more than 90% of its intended viewers — six million people in total. And on top of being seen by millions, the brand’s “Hygiene” bumper alone drove a 13% lift in purchase consideration.
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Anish
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