MAM
The Marcom Avenue appoints Nitesh Agarwal as associate director- digital operations, India
NEW DELHI: Data-driven integrated media and marketing agency, The Marcom Avenue, has appointed Nitesh Agarwal as associate director – digital operations. Nitesh will be responsible for the overall management and growth of The Marcom Avenue India. He will report to Divanshi Gupta, director, The Marcom Avenue, as he will advance the clients’ digital marketing portfolio and lead the digital marketing team to deliver favourable results.
Prior to this, Nitesh was with ANTS India and has previously had stints with JWT and Leo Burnett, where he worked with top-tier brands like OLX, Snapdeal, Baba Elaichi, Apollo Tyres, GSK, Horlicks, ITel India, Tata DoCoMo, among others. With 7+ years of experience, his expertise lies in digital media, consumer behaviour, creative content marketing, brand strategy, brand consulting, team management, and improving agency-client relations.
The Marcom Avenue director Divanshi Gupta on Agarwal’s appointment, “The Marcom Avenue has been consistently moving forward with new clients and is reckoning to reinforce its operation and brace up the team under Nitesh’s leadership. He carries with him a future-forward approach and vast experience in digital creative strategy and planning, and team building, which will add immense value to both our many clients and the team while pacing up the client delivery. In these difficult times, our commitment has been delivering industry-leading and ROI-driven results to our clients, and the new thought leadership that comes with Nitesh will help further the goal.”
On his appointment, Agarwal said, “The Marcom Avenue has been able to build its clients' digital footprint from scratch to a level that their sales and brand reach is now completely linked to digital. Their global expertise, digital prowess, and the unique ‘dare to think different' strategy makes it the most agile and future-ready agency. I look forward to this opportunity and an exciting journey with The Marcom Avenue."
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.
