Dettol launches #HandWashChallenge on TikTok

Dettol has launched a TikTok campaign – #HandWashChallenge in the wake of COVID-19 outbreak and its severity in India.

The UGC campaign #HandWashChallenge by Dettol intends to raise awareness on TikTok about the simple steps to wash hands.
As the global pandemic of COVID-19 gets severe in India, Dettol has leveraged the issue and rolled out the campaign on TikTok, the platform that has a substantial amount of regional users.
Although it is an awareness campaign, it has been packaged in a way that its consumable on TikTok. The #HandWashChallenge filter states the brand name and the steps to wash hands while the user dances out the steps.

The campaign was given an initial push by collaborating with several TikTok influencers such as Avneet Kaur and actress Urvashi Rautela.
The most viewed videos of this challenge have about 3 million views, being from top influencers. And the challenge collectively has about 3.8 billion views(inclusive of all videos) currently on the platform.
Being a health and hygiene company, Dettol from the house of Reckitt Benckiser has also previously executed campaigns that aim to educate consumers about handwashing practices.
Their latest effort being ‘Paigham-e-Sehat’, launched across various regions in rural India.
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