MAM
Marico Q1 ad spend up 61%; highest increase among peers
MUMBAI: FMCG major Marico spent 60.82 per cent more on advertising in the first quarter of FY13. The company‘s spend on advertising and promotions was Rs 1.56 billion across various brands in the first quarter compared with Rs 972.43 million a year earlier.
In the first quarter, Marico‘s advertising costs accounted for 12.28 per cent of its total revenue, up three percentage points from 9.3 per cent a year earlier.
These figures are in tandem with the current trend of FMCG‘s increasing marketing spends with the rise in competition. The increase in ad spend for Marico is the highest amongst its peers so far with Dabur‘s at 51 per cent, HUL‘s at 30 per cent and Colgate 32 per cent
The company‘s revenue for the quarter ended 30 June 2012 stood at Rs 12.7 billion, an increase of 21.76 per cent from Rs 10.43 billion a year earlier. The profit for the quarter also rose by a sharp 45.88 per cent to Rs 1.24 billion in the first quarter from Rs 850 million a year earlier.
Marico said the volume growth for the quarter ended 30 June 2012 was 14 per cent.
In a statement, Marico said, “The medium to longer term outlook on all the company‘s three businesses remains positive. In the medium term, the company will focus on strengthening the building blocks for future value creation – strong equities for its existing brands amongst its consumers, volume growths, robust new product pipelines and operational effectiveness.”
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.
