MAM
Truemeds ropes in Paresh Rawal to promote affordable substitute medicines
Branded substitutes cut chronic medicine costs by up to 51 per cent.
MUMBAI: When it comes to medicines, many families quietly swallow the cost before they swallow the pill. Indian e pharmacy platform Truemeds has partnered with veteran actor and Padma Shri awardee Paresh Rawal for a new awareness campaign highlighting affordable substitute medicines for people managing chronic conditions. The campaign focuses on a growing concern for many households, the rising cost of long term medication. Through its platform, Truemeds offers branded substitute medicines that are positioned as scientifically matched alternatives to commonly prescribed drugs, often available at significantly lower prices.
Rawal, known for portraying grounded, everyday characters on screen, has been chosen as the face of the campaign for his long standing relatability with Indian audiences. According to the company, his persona reflects the platform’s aim to promote practical and informed healthcare decisions.
The campaign features two brand films built around familiar everyday situations.
The first film centres on a father who postpones his own medical treatment in order to prioritise his daughter’s needs, a scenario meant to reflect the quiet sacrifices families often make when healthcare costs become overwhelming. The narrative positions substitute medicines as what the brand calls “Samajhdar Medicines”, encouraging consumers to explore cost effective alternatives without compromising on quality.
The second film draws on a common behavioural insight: people frequently look for small savings in everyday purchases but assume that medicine prices are fixed. Truemeds challenges that perception, highlighting how branded substitute medicines sourced from the top 1 percent of pharmaceutical manufacturers in India can reduce monthly medicine bills by up to 51 percent.
Truemeds co founder and chief executive officer Akshat Nayyar said the platform was created to address the financial strain that recurring medical expenses place on households.
“For many families, medicine costs quietly become a monthly stress, often forcing people to delay or skip their own treatment. Through Truemeds, we want people to know that quality medicines can be available at the lowest prices, and that choosing smart substitute options can make long term care more manageable,” he said.
Rawal echoed the sentiment, noting that long term treatments often create a steady financial burden for families.
“If there are reliable options that cost less and do not compromise on quality, people deserve to know about them. That is what I liked about Truemeds. It helps families manage healthcare without constant financial worry,” he said.
Unlike platforms that primarily emphasise rapid delivery, Truemeds positions itself around cost effectiveness and informed decision making. Users can upload prescriptions or search medicines online, after which trained health advisors or doctors recommend scientifically matched substitute medicines and explain their suitability.
With a nationwide presence, the company says it aims to tackle one of India’s largest out of pocket healthcare expenses by helping households manage recurring medicine costs more sustainably. The partnership with Rawal is intended to strengthen that message and build trust around the idea that affordability and quality in healthcare do not have to be mutually exclusive.
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.
