MAM
ICC announces Upstox as Official Partner
Mumbai: The International Cricket Council (ICC) on Thursday announced a major long-term partnership with the homegrown investment platform Upstox.
The association, which runs to the end of the ICC’s current commercial rights cycle, begins with the inaugural ICC World Test Championship Final between India and New Zealand at Southampton, UK from 18 June to 23 June. The partnership will encompass all ICC events until the end of 2023.
Established as RKSV securities in 2009, Upstox has grown rapidly over the years to become one of the largest online investment platforms in India. With four million+ customers onboard, this collaboration with ICC will be pivotal in taking Upstox to the next phase of growth. Engaging with millennials has been the focus of Upstox’s strategy, and the brand said it continues to execute its vision of making financial investing easy, equitable, and affordable for all.
ICC chief commercial officer Anurag Dahiya said: “We are extremely pleased to welcome Upstox as an Official Partner of the ICC. As our marquee events around the world continue to attract a wide and passionate fanbase, this association provides Upstox with an unrivalled platform to educate and engage both existing and new customers. We look forward to supporting Upstox’s next phase of growth throughout 2021-23, a period in which the ICC will host no fewer than five senior-level World Cups across Men’s and Women’s cricket.”
Commenting on the partnership, Upstox co-founder & CEO Ravi Kumar said: “There are parallels that can be drawn between various facets of cricket and investing. Just like a consistent and determined performance in cricket gets the team winning, the same attributes in investing can help to build a stronger investment portfolio. Upstox’s collaboration with the ICC will play a significant role in spreading financial awareness and building an equity investment culture in India. We want to empower our customers by helping them maximize the potential of their investments with our tech-enabled and intuitive platform.”
Besides the ICC World Test Championship Final 2021, the events covered under the partnership are: ICC Men’s T20 World Cup for 2021 & 2022, ICC U19 Men’s Cricket World Cup 2022, ICC Women’s Cricket World Cup 2022 & T20 World Cup 2023, followed by the ICC World Test Championship Final 2023. It also includes the ICC Men’s Cricket World Cup Qualifier 2023 and the World Cup 2023 matches.
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.
