Hygiene rules Ad space now

Hygiene brand advertising dislodged all other categories amidst the Covid-19 pandemic, latest all-India data by television measurement tracker BARC said

"In India, we will donate 10 million bars of Dettol soap to the most vulnerable and 3.5 million masks to frontline health workers. We will continue to partner with the government on driving behaviour change through the Dettol campaign," says Laxman Narasimhan, Global CEO, Reckitt Benckiser.

"Consumers would be less distracted, more mindful of messages and open to promotions. They will buy what they need rather than desire," says Vikram Sakhuja, Group CEO, Madison World.