MAM
Weekend Unwind with: Chalkboard Entertainment co-founder Shujaat Saudagar
Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind—a series of informal chats that peek into the minds of business executives through a fun lens in an attempt to get to know the person behind the title a little better.
In this week’s session, we have Chalkboard Entertainment co-founder Shujaat Saudagar.
Saudagar fell into the rabbit hole in 1999 where he mentored under Prahlad Kakkar, also known as the Godfather of Indian advertising. He moved on from Genesis and directed an award-winning short film, Bali, along with the biggest ad campaigns for Pepsi, Lava Mobiles, KFC and Datsun. He stepped into the world of features with his debut directorial, Rock On 2!
Saudagar helms Rabbit Hole Films and has directed an Amazon Original series called Bambai Meri Jaan, based on a best-selling book by Hussain Zaidi. He recently directed an experimental feature, The Underbug, which won the Grand Jury Award at The Slamdance Film Festival 2023.
So, without further ado, here it goes…
● Your mantra for Life
Live for the moment
● A Book you are currently reading
Exhalation by Ted Chiang
● Your Fitness mantra, especially during the pandemic
Eat when hungry not when bored
● Your comfort food
Mutton biryani
● When the chips are down a quote/ philosophy that keeps you going
“You never know how much time you have left.” Martin Scorsese
● Your guilty pleasure
Bread pudding
● When was the last time you tried something new
2 days ago, Vietnamese Coffee, amazing!
● A Life lesson you learnt the hard way
Trust actions, not words
● What gets you excited about life
Movies
● What’s on top of your bucket list
Playing my film at the Lumiere Theatre
● If you could give one piece of advice to your younger self, what would it be
Spend less!
● One thing you would most like to change about the world
Increase literacy
● An activity that keeps you motivated / charged during tough times
Riding my bike
● What lifts your spirits when life gets you down
A story told honestly
● Your go-to stress buster
My cats
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.
