MAM
Outbrain expands network to drive growth for Indian publishers
MUMBAI: Content discovery platform Outbrain has experienced substantial growth in developing its publisher network in India since the beginning of 2015.
Joining its list of premium publications in India and around the globe are leading titles across all major verticals, including: news, lifestyle, finance and youth.
Publishers that have recently joined the Outbrain network include Indian Express, ABP Live, Financial Express, MTV India, ScoopWhoop, Sanjeev Kapoor, StoryPick, MissMalini, and fossBytes.
Additionally, Outbrain has also renewed its partnership with Network18 in India.
India continues to be one of the company’s fastest growing markets and Outbrain already counts The Times of India, The Hindu and ESPNcricinfo within its network of premium publications.
Network18 vice president and head of mobile business Kavi Madan said, “Outbrain is constantly innovating its product and services to provide something truly valuable to online publishers. We decided to renew our partnership with them because over time they have provided the highest quality recommendations and best monetisation across desktop, mobile and apps for Network18.”
“Outbrain has been an integral part in helping us figure out how to drive engagement with our audiences, as well as supporting our efforts to improve personalisation. This isn’t just about that widget that you see at the bottom of an article. Through the Outbrain Engage solution, we are able to serve the best of our content to all kinds of audiences and deliver what users crave – the best content recommendations,” said Indian Express head of product Vikas Handu.
The continued expansion of Outbrain’s publisher network across all major verticals in India further extends the content marketing opportunity for brands in this region and significantly increases marketers ability to strengthen their audience relationships and get their content discovered. Outbrain’s network combines both local publishers and global sites such as CNN and recent wins like Time Inc., ESPN and Mashable.
Outbrain general manager SEA & India Gulshan Verma added, “We are thrilled to welcome these new publishers to the Outbrain network, as well as renew our partnership with Network18. Outbrain’s focus on trust and audience experience is what brings real value to our publisher partners. Our vision is to maximise the monetisation of our audience for publishers, while at the same time driving increased audience engagement, and providing key insights and analytics about their core digital users.”
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.
