MAM
Millimetre names Zero Gravity Communications its agency of record
Mumbai: Millimetre, the flagship brand of Lamitude has announced Zero Gravity Communications (“ZGC”) as its creative, strategic and media planning agency of record. ZGC is an independent advertising agency based in Ahmedabad. The agency will handle brand strategy, creative execution, and digital media duties for Millimetre.
“ZGC is filled with strong talent, creative minds and extensive experience in creating meaningful brand actions” said Lamitude partner Punit Tambi. Together ZGC and Lamitude will be launching a series of campaigns to strengthen the market presence of Millimetre brand in a hyper personalized way by leveraging a strategic mix of traditional and digital channels to maximize reach, engagement and impact across the value chain.
The pursuit of redefining interior surfaces gave birth to Millimetre. It’s first iteration is of 36 beautifully crafted decors, under three categories. Millimetre is all set to transform the surfaces industry with innovative product launches this year.
Speaking about the mandate, ZGC founder Khushboo Sharma Solanki said “We are thrilled and honoured to be chosen as Millimetre’s Integrated Marketing Agency of Record. Our team at ZGC is deeply committed in doing our part in the success story of Millimetre through our digital-first approach and creative marketing strategies. We understand the significance of Millimetre’s vision, and we are excited to embark on this transformative journey together.”
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.
