MAM
Leo Burnett wins PepsiCo India’s creative mandate
Mumbai: PepsiCo India has selected Publicis Groupe agency Leo Burnett India as its creative partner to drive long-term growth and momentum across its foods and beverages portfolio.
As part of the partnership, Leo Burnett will be responsible for the company’s creative and digital mandate across all brands in the country. The account has been won after an intense multi- agency pitch.
Speaking about the appointment, PepsiCo India senior vice president George Kovoor said, “At PepsiCo India, our aim is to create innovative and purposeful consumer campaigns that help us engage effectively with our consumers. With an intent to further accelerate our marketing efforts, we are delighted to welcome Leo Burnett as our new creative agency. Their strategic thinking along with robust creative & marketing capabilities make them the right partners for our next phase of growth.”
Leo Burnett CEO, South Asia & chairman BBH India Dheeraj Sinha said, “We are overwhelmed with the trust posed in us by PepsiCo India in aligning their portfolio with us. PepsiCo’s business in India is witnessing a tremendous growth journey and we are looking forward to being their partners in accelerating this momentum. The mandate offers us a wonderful opportunity to further create groundbreaking work, and integrate culture, creativity, data and technology in campaigns, going forward.”
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.
