With an intention of securing a 25 percent share in the hand sanitiser category, Godrej Consumer Products Limited (GCPL) is increasing the distribution its brand – Protekt. “There has been extensive sampling of the Protekt brand. We began this exercise with Meru Cabs in Mumbai, and now have launched the ‘Freedom to Touch’ campaign with actor Raveena Tandon”, says Tarun Arora, Executive Vice President (Marketing), GCPL. The ‘Freedom to Touch’ campaign will have Godrej Protekt vans educating consumers on good hand hygiene practices at vantage locations such as railway stations, shopping malls and colleges across metros. Meanwhile, other FMCG majors are also targeting to capture this nascent category with fresh media campaigns. “We have extended the Lifebuoy format into the hand wash, and more recently, hand sanitiser category, which is still very small,” asserts Sudhanshu Vats, Vice-President (Home Care and Skin Cleansing), HUL.