MAM
DD strikes Rs 11 million barter deal with Express group
NEW DELHI: Prasar Bharati, overseeing the functioning of Doordarshan and All India Radio, is slowly starting to shed its `babu’ (bureaucratic) attitude. It is increasingly going in for deals that are more in tune with the changing scenario. India’s pubcaster Doordarshan has now commenced inking barter deals with print media publications for advertising purposes, something which private satellite channels do from time to time.
In one of the biggest deals till now, DD has signed a barter deal with The Indian Express group (controlled by Vivek Goenka) worth about Rs. 11.5 million.
The barter deal will give DD the option of advertising in various editions of the Express on various subjects, including special programming. In return, the Express group can use airtime on DD channels, including DD National, to put out its own ads on air for wider reach.
The Express group does advertise outside its own newspapers and magazines and has run a series of ad campaigns on satellite channels like Star News and CNBC India. Mostly, these campaigns have revolved round the brand Express and also the award which the newspaper group gives out annually for showing courage in news reporting – something which the newspaper, founded by the firebrand newspaper baron Ramnath Goenka, has always prided itself for.
Some other barter deals, according to Prasar Bharati sources, which have been sewn up by DD include those with Outlook magazine (about Rs 6.5 million), Malayala Manorama and South India-based Varta.
The sources indicated that negotiations are on with other regional language dailies like the Dainik Bhaskar, the largest circulating Hindi language daily published from several centres in Central and North India.
The rationale behind such barter deals is that DD has airtime at its disposal that can be hawked to extend and spruce up DD’s image. The proposal got the nod of the Prasar Bharati board some time back.
This initiative is part of the suggestion of the marketing advisory committee of DD headed by marketing whiz and former chief executive of Zee Telefilms, Vijay Jindal.
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.
