Ad Campaigns
Lizol’s #NoMoreHalfTruths campaign busts myths around phenyls
Mumbai: For decades, Indian consumers have believed that phenyls are highly effective floor cleaners, however studies indicate that ordinary phenyls kill only 50 per cent of germs on mopping. A joint study conducted by Lizol, India’s leading disinfectant brand, and an independent research agency revealed the presence of numerous bacteria and viruses on household surfaces, which can lead to various diseases and infections. These can be responsible for diseases, such as diarrhoea, and conditions like skin infections, urinary tract infections, acne, eye and bloodstream infections. In response, Lizol launched the #NoMoreHalfTruths social media campaign on May 29, 2023, aimed at debunking the myths surrounding phenyl efficacy and increasing consumer awareness about proper cleaning practices.
The campaign aimed to raise awareness about the limited effectiveness of the commonly used household cleaner, phenyl, in killing germs. It highlighted that ordinary phenyls only eliminate 50 per cent of germ when used for mopping. Additionally, Lizol received recognition for its product’s superior formulation, offering 99.9 per cent germ kill with just one cap, along with 10 times better cleaning compared to three caps of phenyl. #NoMoreHalfTruths gained significant traction on social media, accumulating over 800 million views and generating more than 50 million likes, comments, and shares across various platforms.
Reckitt- South Asia regional marketing director – hygiene Saurabh Jain said, “A recent study revealed that illness-causing germs found in hospitals are also widespread on the floors of Indian households, posing a health risk to families. The #NoMoreHalfTruths campaign aims to educate consumers about these germs in their homes and the inadequacy of ordinary phenyls in eliminating them. The success of this campaign underlines the potential power of digital Indian audiences and our ability to initiate a movement by engaging them. We also want to ensure school kids are protected from the risk of falling ill due to unclean surfaces, thus we have partnered with The Akshaya Patra Foundation, which marks the beginning of a commitment to ensuring overall surface protection with Lizol.”
As part of the campaign, Lizol collaborated with prominent celebrities like Sameera Reddy, Neha Dhupia, and Gurmeet Choudhary to actively engage and inform consumers about the limited effectiveness of phenyls in cleaning surfaces. The campaign aimed to encourage people to join the movement and expose the misconception that phenyls are highly effective in killing germs, when in reality they only eliminate 50 per cent of germs. In line with its commitment to protecting families and promoting a germ-free environment, Lizol also partnered with The Akshaya Patra Foundation to provide cleaning products for kitchen and school floors.
The Akshaya Patra Foundation chief communication & sustainability officer Anant Arora said, ” The Akshaya Patra Foundation strives to empower children with a healthy and wholesome meal to ensure nourishment & better learning experience. Ensuring children’s health and safety is paramount, and we are proud of our partnership with Lizol, an expert in maintaining global standards of cleanliness and hygiene. Together, we are creating a brighter, healthier tomorrow for the children we serve.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
