MAM
Aviva India partners with Creativeland Asia for brand strategy
Mumbai: Aviva Life Insurance, India’s most trusted private insurance company, has signed up Creativeland Asia as its integrated creative agency. The mandate for Creativeland Asia’s NCR office will include brand strategy, creative and digital communication. Creativeland Asia got on board following a multi-agency pitch.
Aviva Life Insurance chief customer, marketing, digital and IT officer, Anjali Malhotra said, “We are pleased to appoint Creativeland Asia as our creative partners. As we embark upon a new journey with a refreshed brand purpose, Creativeland will help us translate this into multichannel communication that will help us achieve business and brand goals that we have set for ourselves. Their experience and capabilities to execute large ticket integrated campaigns should go a long way in helping us strengthen the brand trust that we have always enjoyed.”
Commenting on the development, Creativeland founder and creative chairman Sajan Raj Kurup said, “Creativeland is delighted to partner Aviva India, one of the most trusted and customer centric private insurance companies in the country. What excites me are the possibilities an integrated relationship in a growing category like this brings with it. We look forward to working in tandem with the team at Aviva in solving business problems with creativity.”
Creativeland Asia has an integrated philosophy of creativity across its services. The company is a conglomerate of firms that offers creative marketing and communications solutions through various divisions like Creativeland Pictures, Creativeland Digital Technologies and Ventureland Asia.
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.
