MAM
Life OK joins hands with UFO to promote ‘Savitri’
MUMBAI: Life OK has launched a new disruptive marketing campaign. For the launch of its latest offering Savitri, the Hindi GEC has joined hands with UFO Moviez to initiate a unique cinema advertising campaign for GEC shows.
For ‘Savitri’, the channel has compiled a four-minute promotional film. This is the first time a Hindi GEC show is being played first time in cinema advertising in digital theatres coinciding with the new film releases of the week.
Life OK created an impact on its target audience by introducing them to the story and the characters through the 4-minute content capsule and thus utilised the strength of UFO’s network in the Hindi speaking markets in an excellent manner. These content capsules are being showcased in around 230 screens in Hindi markets of UP, Delhi, Gujarat and Mumbai during the screening of various new movie releases.
Life OK marketing head Pratik Seal said, “Life OK has always been a firm believer in the term Disruption, whether in terms of content or our marketing strategies. UFO Moviez is a popular platform with a huge reach in Hindi Heartland. We are delighted that along with UFO Moviez, we were able to introduce our show and capture the attention of our audiences.”
UFO Moviez CMO and national sales head enterprise ad sales Siddharth Bhardwaj said, “We are delighted to have partnered with Life Ok, this partnership is an example of how UFO continuously makes an effort to innovate and provide value to the brands advertising on its network. It’s the combination of UFO’s network strength, execution expertise and innovation that has delivered the desired impact for the campaign.”
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.
