MAM
TI Cycles enters into licensing tie-up with Nick
NEW DELHI: Giridhari Mohanty has succeeded Frank Noronha as DAVP director-general.
Noronha has moved to the Press Information Bureau as Director General. Both officers are from the 1982 batch of the Indian Information Service.
Mohanty, who takes charge of the Directorate of Advertising and Visual Publicity (DAVP), was in All India Radio news as director general, a post he held since July 2010. Since September 2011, Mohanty was also a member of the Advisory Group on Media and Human Rights established by the National Human Rights Commission.
Coming a year before the General Elections, the DAVP post becomes significant as the Government will use all the resources at its command to send out advertisements to news media about the government’s achievements, particularly in the programmes related to the rural areas. Mohanty’s experience in AIR will come in useful in this regard.
DAVP currently sends out ads worth more than Rs 7.50 billion every year. Some of the autonomous bodies also route their advertisements through DAVP.
Noronha, who was appointed Director General of DAVP in 2009, told indiantelevision.com that the transfer was normal since he had completed four years in DAVP.
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.
