Reckitt Benckiser brand Dettol's TikTok initiative #HandWashChallenge garners 18 billion views in a week

RB Health’s germ protection brand Dettol launched the #HandWashChallenge on TikTok aiming to raise awareness on four simple steps of hand washing. The challenge that kickstarted on March 14 witnessed over 18 billion views and generated over 123,000 user participation videos in one week of the campaign.

Practising hand washing for 20 seconds is one of the best preventive measures to avoid the spread of viruses as recommended by WHO.

Strategically aimed at creating awareness among audience, a song has been created pairing it with the hashtag #HandWashChallenge. The hashtag filter has a branded Dettol strip across the top with the hashtag and names the steps involved in washing hands. The user can dance out the steps to the challenge and share it with their friends to further amplify the message on hygiene and safety.

Click Here to watch Kartik Aaryan’s TikTok video

Commenting on the success, Pankaj Duhan, Chief Marketing Officer, RB Health South Asia, said, “We are elated with the response to the #HandWashChallenge, it has definitely become one of the most successfully led initiatives by any of our brands at RB. Understanding the consumer’s mindset is of the utmost importance to us, therefore our campaign communication is built in a way that creates meaningful conversations to drive awareness among consumers. The participation by TikTok users across India has helped deliver the right message in a more engaging and interactive manner. I personally would like to encourage more and more people to join this global health and hygiene educational exercise. Together, let us all build a healthier nation, four steps at a time.”

He added, “Over the past couple of weeks we have witnessed a lot of misinformation floating around hygiene practices, especially over the internet. Realising the gravity of the issue and being a responsible brand, we felt it was our need to initiate this awareness campaign.”

The campaign witnessed several quirky activities on each day leading to increased consumer interest. Joining the force were some of Bollywood’s popular celebrities like Kartik Aaryan and Urvashi Rautela among several other TikTok influencers who have millions of followers on the platform. As part of Phase II, Dettol plans to take the challenge global by encouraging more users to participate while the audience worldwide.