MAM

Reckitt Benckiser commits £32 mn as a part of ‘RB Fight for Access Fund’ to fight against Covid-19

3.5 million N95 masks will be shared with health care workers

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/03/27/hhh.jpg?itok=0u2ohqdT

MUMBAI: Reckitt Benckiser (RB), a consumer health and hygiene company, today launched the RB fight for access fund to improve access to health, hygiene and nutrition for all. As part of this fund, an additional £32 million has been mobilized to address the urgent collective fight against the spread of Covid-19 by breaking the chain of this fast-spreading infection. The fund is, and will, be a demonstration of RB’s purpose and fight in action- to protect, heal and nurture in the relentless pursuit of a cleaner, healthier world.

Recognising that awareness and availability are the biggest challenges in the current scenarios, RB India, commenced various activities utilizing the fund, focusing on consumers engagements to share information and product distribution.  Other activities deploying the fund through our brands include:

Making the products available to the ones in need:

We will be distributing 10 million units of Dettol Soap to the most vulnerable within India

Dettol in partnership with Bikers for Good launched #HandWashCorona, a public health initiative amidst the raging spread of COVID-19. Under this campaign, volunteers rode within the streets of New Delhi-NCR and distributed 9 lakh Dettol soaps to families in weaker/unprivileged communities.

We will also be donating 1 million litres of our disinfectant products including Lizol disinfectant liquid and Harpic toilet cleaners to aid India’s states in fighting this crisis especially in public health institutions and at the frontline with health and sanitation workers. 

Donating critical protection equipment – 3.5 million N95 masks with a focus on pharmacists and health care workers. These will be distributed across our major markets.

The Dettol India The Hand Wash Challenge campaign on TikTok reached 20 billion views in one week getting important behaviour change messages to young people on the necessity of handwashing. The record-breaking campaign is being rolled out across global markets

Mass outreach through informative advertisement on TV: Dettol in partnership with leading Bollywood actress, Madhur Dixit released an engaging public service announcement #ApniSurkashaApneHaath to encourage viewers to practice handwashing.

RB global CEO Laxman Narasimhan said, 'We have a 200-year history of making a material difference to the lives of our consumers. Our brands have a critical role to play in promoting hygiene and health in the fight against the current Covid-19 pandemic. I have been witness to heroic efforts across the company to live our Purpose and our Fight. I am in awe of the 'can do' attitude across the RB organisation and the relentless pursuit by my colleagues to make the world cleaner and healthier. Under this initiative, in India, we will donate 10 million bars of Dettol soap to the most vulnerable, 3.5 million N95 (medical grade) masks to frontline health workers as well as 1 million litres of disinfectant products like Lizol surface cleaner and Harpic toilet cleaners to aid public health institutions and frontline health and sanitation workers in different states who are fighting to keep the nation safe. We will continue to partner with the government on driving behaviour change and supporting the great partnership we have developed through the Dettol BSI campaign.”

The RB Fight for Access Fund will benefit from 50 per cent funding from corporate, matched by funding from each of the three business units, Hygiene, Health and Nutrition. The maximum amount for any one initiative will be capped at £ 1 million. All programmes will be independently measured and captured on Goodera, central platform and repository of all the fantastic initiatives RB have globally.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/asian.jpg?itok=cQo__7-e
Ogilvy Mumbai's campaign for Asian Paints assures great painting with safety

MUMBAI: In the new normal, every business is finding new ways to minimise the effect of any disruption to their stakeholders. And category leader Asian Paints is setting a precedence with its newly launched Safe Painting Service. This service promises great looking walls while ensuring safety for...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/hul.jpg?itok=S1cN6IXR
HUL donates over 74,000 testing kits to tackle spread of Covid2019 in India

MUMBAI: Hindustan Unilever Ltd (HUL) has donated 74,328 RT-PCR Covid2019 testing kits worth Rs 13 crore to help ramp up testing of patients in the country. The Maharashtra government has received about 28,800 RT-PCR testing kits to help in the early detection of Covid2019. Others who received the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/piyush.jpg?itok=LHJMUUaV
I will stand as the captain of the ship and hold my people together: Ogilvy’s Piyush Pandey

MUMBAI: During the show Media Dialogues, Ogilvy executive chairman Piyush Pandey spoke to Anuradha Sen Gupta on CNBC-TV18 about the impact of Covid2019 pandemic on the advertising world. He weighs in on how the advertising agency business has been impacted by Covid2019. Excerpts: Have there been...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/bajaj.jpg?itok=ibiredcG
Bajaj Finserv, Vivo launch #EMINetworkPowerplay

MUMBAI: Bajaj Finance Limited, the lending arm of Bajaj Finserv, has partnered with Vivo to launch its #EMINetworkPowerplay encouraging participants to play an online trivia game and win Vivo smartphone and other exciting prizes daily. The campaign, based on the theme of cricket, aims to keep the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/merr.jpg?itok=mSOZ7tR3
MARRIOTT INTERNATIONAL PREPARES TO WELCOME BACK GUESTS WITH A LIMITED TIME OFFER-SAVE NOW, STAY LATER!

Marriott International has announced the launch of a steal deal! A limited time offer curated specially for their hotels across South Asia. Starting today, guests can avail of any of the 3 complimentary offers while making their bookings till 30th June 2020. Whether booking for leisure or business...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/eart.jpg?itok=AAWe6jlM
Actimedia PR & Digital launches new vertical ~ActiMedia Earth

Two-decade old PR and brand communications company Actimedia|PR & Digital, is launching a new vertical ‘ActiMedia Earth’ offering brand building, PR and digital expertise at highly competitive rates to environmental conscious corporates, NGOs and organisations dedicated to sustainability. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/blood.jpg?itok=t4CiMBbf
Renowned celebrities urged people to register themselves as potential blood stem cell donor and be a lifesaver

This World Blood Cancer Day, DKMS BMST Foundation India, a non-profit organization dedicated to the fight against blood cancer and other blood disorders, launched their digital campaign #ItsYourTurnNow with an aim to create awareness on the importance of registering as a potential blood stem cell...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/mcdonal.jpg?itok=C3pQXK3U
McDonald’s India paves the way for the new dining experience in the post Covid2019 world

MUMBAI: As the country gears up to come out of the two-month long Covid2019-led lockdown, Westlife Development, the company that owns and operates McDonald’s restaurants in West and South India, is all set to open its doors for its customers once again. The company has led the way for the industry...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/deepamala.jpg?itok=r307ywNN
'The Visual House' launches #LetsDiscuss, an initiative to start a conversation around serious issues and the light

The Visual House, New Delhi, an award-winning production house and integrated communication agency launches a new series of videos titled #LetsDiscuss. 

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required