MAM
Dailythanthi and Outbrain sign native ad partnership deal
MUMBAI: Outbrain, the world's leading discovery and native advertising platform on the open web, announced that it has signed a partnership agreement with Dailythanthi, the leading Tamil media portal with 9.47 Million Unique visitors a day and 42 million Page views a month.
The new partnership will allow DailyThanti to fully leverage Engage suite of tools offered by Outbrain, and enable them to marry editorial curation with personalization, drive audience growth and engagement, and increase revenue opportunities. The Outbrain Discovery Platform will power organic content, driving further recirculation of the publishers own content, but also the amplification of personalized sponsored recommendations.
“We are delighted to collaborate with DailyThanthi and help enhance their digital strategy. Regional publishers are an essential part of Outbrain’s strategy in India, and this new deal reinforces the quality of our network and opens up new audiences to our advertisers. We look to the future with confidence and, therefore, we are very proud to start this collaboration and work with one of the leading regional publishers,” said Outbrain India Head Sandeep Balani.
“Partnering with a smart and innovative company like DailyThanthi, who are open to new formats and technologies is a key to our strategy. This openness to innovation enables sustainable growth. We look forward to giving them the opportunity to rethink their audience experience, and to roll out many new formats over the coming months.” said Outbrain India Director of Business Development Anand Makhija.
Furthermore, this partnership with Dailythanthi increases Outbrain's reach, allowing it to tap into a key regional audience as reaches over a 9.47 million users every month.
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.
