MAM
Truebil celebrated Father’s Day with a refreshing take on the father-child dynamics through its campaign #PapaKiPriority
MUMBAI: Fathers play a very important role in our lives, shaping the very person that we become. From being our first superhero and pampering us with all that we wished for to reprimanding us when we did wrong and giving us valuable life lessons—the dynamics of a father-child relationship make it irreplaceable. But throughout our childhoods, most of us have seen our fathers considering a certain thing precious to the point of prioritizing that over their own kids! While it would annoy us to great lengths back then, remembering the same definitely brings a nostalgic smile on our faces now. On the occasion of Father’s Day, Truebil, India’s leading omni-channel platform for buying and selling of pre-owned cars, explored that adorable side to each father through its digital campaign named “#PapaKiPriority”.
As part of this campaign, Truebil released a short movie which revolves around Sharmaji, a doting father who loves his family a lot, and his two children. The video shows how Sharmaji is a little biased when it comes to them. While he pampers and shows one of his sons off before all his friends and his extended list of Facebook acquaintances, he scolds and disciplines his son Montu, refusing to even accept his friend request! But of course, Sharmaji loves Montu a lot too, and ensures that he does not feel left out from all the shenanigans that Sharmaji and the other son are always up to. And it is then revealed that the second son was no one else but his beloved car! The video thus celebrated the wonderful trait that each father has, when it comes to treating something dear to them as their own child.
Sharing an insight into this campaign, Shubh Bansal, CoFounder, Truebil remarked, “Back when I was young, I vividly remember how my father would always be busy with work and golf, letting nothing and no one come in between them. While he loved me dearly, I would feel a little left out when he spent too much time playing golf over the weekends and I would often have to fight for my father’s attention. But as I grew up, I realized that it is just the way fathers love, treating everyone and everything that is dear to them so lovingly. Through Truebil’s campaign #PapaKiPriority, I wanted to bring that often unsung side to the fore, celebrating all that makes a father what he is.”
Since its inception, Truebil has been providing customers with innovative solutions to improve their overall car buying and selling experiences, while simultaneously being one of the forerunners in breaking stereotypes and igniting conversations about causes and things that usually go unmentioned. Through a heartfelt campaign like #PapaKiPriority, the brand aimed at bringing forth such bitter-sweet anecdotes and memories, urging everyone to come together and celebrate the uniqueness of their first superhero on Father’s Day.
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.
