MAM
Manisha Tripathi to head SMG’s LiquidThread in India
MUMBAI: LiquidThread, Starcom MediaVest Group‘s all screen content practice, has appointed Manisha Tripathi as national director.
Tripathi will report to LiquidThread Asia-Pacific managing director CVL Srinivas and SMG India CEO Malli CR.
Tripathi will be based out of the Gurgaon office.
In line with the network’s digital, open source approach, LiquidThread has increased the scale and innovation of SMG‘s content creation, moving beyond branded entertainment to create communities, conversations and advocates for brand properties.
Srinivas said, “Manisha has been at the cutting edge of content creation and brings the right blend of creativity and business focus. Her coming on board will help us accelerate the growth of our branded content business”.
Added LiquidThread Manisha, “I‘m delighted to join LiquidThread and excited about creating brand inspired content that reaches out, connects, engages and interacts with consumers across different screens, generating valuable experiences.”
Tripathi has over 15 years experience in roles spanning content creation, strategy and business development. She began her career with TV18 where she produced, directed and scripted stories for shows such as India Business Report and Amul India Show. She was part of the core programming team at Star Plus between 2000-2004 and worked on several successful shows including Khullja Sim Sim, Kya Masti Kya Dhoom, Kisme Kitna Hai Dum, Sonpari. Kyunki Saas Bhi Kabhi Bahu Thi etc.
Tripathi was also closely associated with the strategy, planning and content development at TataSKy during its launch phase. In her stint with BigFM, Tripathi was station director, Goa where she developed, launched and ran the first privately owned FM station of Goa. She later became station director Delhi. Most recently, Tripathi was associated with Alva Brothers Entertainment, first as president at Miditech producing shows for a range of channels and later with Real Lifestyle Broadcasting.
Tripathi is a post graduate in Social Communications in Media from Sophia, Shree B. K. Somani Memorial Polytechnic College, Mumbai.
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.
