MAM
Aliagroup ropes in Tony Kent as strategic retail advisor
MUMBAI: The Aliagroup has roped in The Marketing School of the London College of Communications director of postgraduate studies Tony Kent as a strategic retail advisor. Kent will be involved with Maximus, a recently launched independent retail branding division of Aliagroup.
In India, Kent is also associated with Mudra Institute of Communications, Ahmedabad (MICA), as well as the POP Asia event. He has published a paper on Brand Strategies for a Youth Market in India and also spoke recently on Design for Retailing, Design Management – the under-leveraged power for your balance sheet, at a seminar organised by the British Council in Mumbai.
Kent, a fellow of the Royal Society of Arts (FRSA) and a member of the Chartered Institute of Marketing (MCIM), has extensive experience in the UK’s retail industry starting with over 15 years in the industry and over 12 years in academics.
“Tony brings with him years of invaluable retail branding experience and global expertise for Maximus clients. With the retail sector witnessing an unprecedented boom in India, the urgent need is to look at the retail sector from branding perspective and not just from interior designing perspective,” said Aliagroup director Sanjeev Malhotra.
Kent said, “I’m delighted to be part Aliagroup, India’s largest brand consulting firm. The need of the hour for the rapidly growing retail industry is to focus on building brands to move up the value chain.”
MAM
Dettol launches new emotional campaign for Antiseptic Liquid
Heartfelt film celebrates mother’s instinct with the tagline “Nothing protects like Mom & Dettol.”
MUMBAI: Dettol has found the perfect formula for its latest campaign, a generous mix of maternal love and antiseptic care that’s sure to tug at every Indian heartstring. The iconic germ protection brand has rolled out a touching new campaign for Dettol Antiseptic Liquid built around the universal truth of a mother’s instinctive care. The film brings to life the simple yet powerful idea: “Nothing protects like Mom & Dettol.”
Set against the lively chaos of a shaadi ka ghar, the story follows a young boy who hurts himself but puts on a brave face to hide his pain. The moment he reaches his mother, she instinctively senses something is wrong. As she gently tends to his wound with Dettol Antiseptic Liquid, his guard drops, leading to a tender role reversal where the child ends up comforting his mother. The film ends with the poignant line, “Apnon ki suraksha ka mazboot sahara.”
The campaign reinforces Dettol’s timeless place in Indian homes as a reassuring companion in moments of vulnerability. It was conceptualised and written by Prasoon Joshi
, with an original track composed by Vishal Khurana K, sung by Javed Ali, and lyrics by Prasoon Joshi. Amit Sharma directed the film.
Reckitt EVP regional director for South Asia Gaurav Jain said the campaign captures the deep emotional bond between a mother’s instinct and Dettol’s protection. “This campaign encapsulates that delicate, human truth, a mother senses hurt even before it is spoken, and Dettol strengthens her ability to respond with care and confidence,” he noted.
Prasoon Joshi added, “When a child is hurt, the first instinct is to reach for their mother, their ultimate safe space. And in that moment, the mother turns to Dettol, something she trusts to protect what matters most.”
As the flagship product in the Dettol portfolio, the Antiseptic Liquid continues to offer unmatched protection for cuts and wounds, standing shoulder to shoulder with mothers through life’s small scrapes and bigger worries.
In a world full of flashy advertisements, Dettol has quietly reminded us once again that the strongest protection often comes wrapped in the simplest, most heartfelt moments, the kind only a mother and a trusted bottle of Dettol can provide.
