MAM
Qoruz and autumnGrey’s guide to planning the perfect Holi campaign
MUMBAI: Qoruz and autumnGrey have launched an interesting ‘Key Insights to Influence Audience this Holi’ report based on their last year’s observations of the festival, created by analysing engagement on various platforms, trending topics, wishes that dominated all platforms, form of content that worked best, brands that could create an impact, etc. Some key takeaways mentioned in the report can help brands in planning their campaign for Holi this year and choose an engagement platform that could garner desired outcomes.
As per the report, Instagram created the highest average engagements last Holi, followed by Facebook and YouTube. Twitter led the number of posts made around the festival. The frequency of posting was dominated by fashion/beauty segment, the maximum engagement of more than 80 per cent was received by the travel sector. Interestingly, tier 2 and 3 cities witnessed 65 per cent of the social media activity more than 35 per cent of tier 1 cities. The most popular conversation topic was love, followed by friends and family, kindness and pets and movies and music.
Facebook took the lion’s share in terms of brand posting as well as engagement (likes, comments, and shares), making it an obvious platform to target audience, closely followed by Instagram.
Other key highlights revealed that 40,000+ content pieces were created by Indian influencers covering topics around Holi and 78.4 million engagements were recorded on online posts, received as comments. shares, and reactions. 9,978 influencers posted social content like images, videos, and GIFs across top platforms. 21,222 #HappyHoli wishes were shared by influencers with followers on social media.
Speaking on the insights, Qoruz CEO Praanesh Bhuvaneswar said, “Numbers are an intrinsic part of every brand campaign and nobody understands that better than an analytics-powered company like Qoruz. With this report, we bring our raw historical numbers to life and pave the way for real impact!”
The report suggests marketers be a front-runner while creating campaigns and not worry about the formats. “Design a thoughtful campaign that makes it personal for the audience and creates an emotional response. Humanity is what people crave for. Kindness to animals, plants, and humans, and the voice of love is what impacts,” suggests the report.
The report also mentions some brand campaigns that worked last year, insights on some sectors, categories like Travel, Fashion/ Beauty, Food, Gifting, etc that saw success and hashtags that gained the highest engagement in each sector. Here is a link to download the report.
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.
