The challenge has quickly become a success, garnering 8.7 billion views in just four days. The Reckitt Benckiser brand created a unique song that pairs with the hashtag #HandWashChallenge. The hashtag filter has a branded Dettol strip across the top with the hashtag and names the steps to wash hands. The user can dance out the steps to the challenge and share it with their friends.
Dettol launched the campaign with several India-based TikTok influencers who have millions of followers on the platform. Actor Riyaz Aly (31.9 million followers), actress Avneet Kaur (19.9 million followers), Nisha Guragain (22.5 million followers), Suraj Pal Singh (14 million followers) and actress Urvashi Rautela (5.2 million followers) are among the influencers who began participating in the challenge four days ago. So far, the brand has posted the videos of 17 influencers to its Indian TikTok account @dettol_india, where it has 18,400 followers.