For decades, Indian consumers have believed that phenyls are highly effective floor cleaners, however studies indicate that ordinary phenyls kill only 50% of germs on mopping^. A joint study conducted by Lizol, India’s leading disinfectant brand, and an independent research agency revealed the presence of numerous bacteria and viruses on household surfaces, which can lead to various diseases and infections. These can be responsible for diseases, such as diarrhoea, and conditions like skin infections, urinary tract infections, acne, eye and bloodstream infections. In response, Lizol launched the #NoMoreHalfTruths social media campaign on May 29, 2023, aimed at debunking the myths surrounding phenyl efficacy and increasing consumer awareness about proper cleaning practices.
The campaign aimed to raise awareness about the limited effectiveness of the commonly used household cleaner, phenyl, in killing germs. It highlighted that ordinary phenyls only eliminate 50% of germs^ when used for mopping. Additionally, Lizol received recognition for its product’s superior formulation, offering 99.9% germ kill^ with just one cap, along with 10 times better cleaning* compared to three caps of phenyl. #NoMoreHalfTruths gained significant traction on social media, accumulating over 800 million views and generating more than 50 million likes, comments, and shares across various platforms.
Mr. Saurabh Jain, Regional Marketing Director, Hygiene, Reckitt- South Asia said, “A recent study revealed that illness-causing germs found in hospitals are also widespread on the floors of Indian households, posing a health risk to families. The #NoMoreHalfTruths campaign aims to educate consumers about these germs in their homes and the inadequacy of ordinary phenyls in eliminating them. The success of this campaign underlines the potential power of digital Indian audiences and our ability to initiate a movement by engaging them. We also want to ensure school kids are protected from the risk of falling ill due to unclean surfaces, thus we have partnered with The Akshaya Patra Foundation, which marks the beginning of a commitment to ensuring overall surface protection with Lizol.”