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Dettol launches anthem to spread the message of hope
New Delhi: With India struggling to combat the second wave of the coronavirus pandemic, Dettol on Monday launched an anthem to spread the message of positivity and hope. The brand has attempted to reiterate the criticality of good habits like hand hygiene, wearing masks, maintaining social distance and vaccination to fight the pandemic.
The anthem to infuse positivity has been performed entirely by children across the nation from the safety of their homes and executed with complete adherence to current safety protocols, said the company.
Reckitt, South Asia- Health and Nutrition, regional marketing director, Dilen Gandhi said, “Dettol has been driving mass behavioral change and has played an important part in creating a healthier and more hygienic environment. Children have played a crucial role in helping us spread awareness on the importance of health and hygiene. Today, our children have been massively impacted and facing extreme duress due to the virus. This campaign is our way of saluting the future of our country and spreading the message through them of hope, positivity and protection.”
Elaborating on the concept, McCann, executive director and India head of creative, Ashish Chakravarty said, “This anthem is a message of positivity and hope. And who better to bring such a message than those in whom the hopes of a better tomorrow lie; the children of the nation. We hope that this simple message finds a voice in every home of India.”
Dettol has been focused on addressing the rising need of health, hygiene and sanitation in India. With Dettol’s Banega Swasth India initiative, Dettol has impacted more than 20 million children across India.
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.
