News Headline
Dettol goes ‘Bindaas’ as Neel Salekar and Collective go all-in on Marathi
MUMBAI: If Mumbai’s spirit had a middle name, it would be ‘Bindaas’. And now, that bindaas-ness is scrubbing up nicely in a bar of soap. In a mash-up that’s as spicy as a vada pav with extra thecha, content creator-turned-entrepreneur Neel Salekar and the talent behemoth Collective Artists Network have launched Marathi Minded — a cultural cannonball aiming straight at Maharashtra’s heart.
The new-age creative agency, backed by Salekar’s 2.9 million Instagram followers and the muscle of Collective, promises to do more than just dish out ads. Marathi Minded wants to turn brand storytelling into a regional block party — one meme, one rap track, one qawwali at a time.
And they’ve kicked things off with a soap that packs a punch — Dettol. Their first campaign, ‘12 Taas Bindaas!’, is a no-nonsense, hyper-local blitz that repositions the humble soap bar as your 12-hour swagger shield. It’s hygiene, yes, but with swagger. Think confidence, energy, and that ‘bring-it-on’ attitude that says, “Aye, I’m sorted.”
“With ‘12 Taas Bindaas!’, we are excited to take a hyper-local approach that truly resonates with Maharashtra’s vibrant culture. Partnering with Marathi Minded has allowed us to craft a campaign that goes beyond hygiene – it’s about confidence, energy, and living life with a ‘Bindaas’ spirit. We believe this initiative will strengthen our bond with Marathi consumers in a meaningful way,” said Reckitt regional marketing director – health south Asia, Kanika Kalra.
Forget bland pan-India pitches. This is storytelling that eats misal for breakfast. From college kids dodging potholes in Dadar to families doing Ganpati visarjan in style, ‘12 Taas Bindaas!’ captures the Marathi hustle like never before.
Salekar — known for his comic timing, musical chops (remember ‘Jinklo’ with D’evil?), and the odd qawwali face-off in Shehensha-E-Qawwali — now wears the CEO hat, though the swag hasn’t faded. With Marathi Minded, he’s bottled the vibe of the state and sold it as brand strategy.
“I’m beyond excited to have partnered with Collective Artists Network to co-create an initiative that truly celebrates the heart of Marathi culture. Being a part of the process from the ground up has been such a learning experience – blending tradition and rooted cultural insights with actionable inputs for brands to talk to Marathi youth. Marathi Minded will be a universe of content, branded communication in a fresh and dynamic pot-boiler of this critical Indian state and its people not only in India but spread across the world”, said Salekar.
The campaign also roped in four regional content creators, each bringing in a different flavour from across Maharashtra — because nothing says ‘authentic’ like accents and idioms from every galli.
Collective Artists Network co-founder Dhruv Chitgopekar summed it up, “With Marathi Minded, we’re shaping a cultural movement powered by authenticity, creativity, and real resonance. Neel represents the new wave of creator-entrepreneurs who understand the pulse of their audience and can translate that into powerful brand narratives. Our work with Dettol is a great example of how national brands can tap into regional energy with heart and relevance. Regional storytelling is not just the future of advertising – it’s the heartbeat of a truly connected India.”
And that heartbeat is thumping loud and proud. Whether it’s history, food, culture, fashion, sport or straight-up satire, Marathi Minded is gunning for the throne of regional relevance. Brands, take notes — this isn’t your average agency. It’s a full-blown, content-fuelled cultural juggernaut.
As Salekar puts it, this is just the trailer. The full blockbuster? Coming soon, with subtitles in Marathi.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
