Dettol has launched a new campaign for its antiseptic liquid, built around the idea of a mother\u2019s instinctive response to a child\u2019s injury.<\/p>\n
The film is set in a wedding household and follows a young boy who hides an injury during the celebrations. His mother senses something is wrong and tends to his wound using Dettol Antiseptic Liquid, after which he drops his guard. The film ends with the line: ‘Apnon ki suraksha ka mazboot sahara.’<\/p>\n
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The campaign is based on the line \u201cNothing protects like Mom & Dettol,\u201d and uses a family setting to depict moments of care and response.<\/p>\n
The film has been written by Prasoon Joshi and directed by Amit Sharma. The track is composed by Vishal Khurana K and sung by Javed Ali.<\/p>\n
Commenting on the launch, Gaurav Jain, EVP regional director, Reckitt \u2013 South Asia, said: \u201cAt Reckitt, we believe our responsibility goes far beyond delivering products \u2014we are here to build a world where people feel safe, protected and empowered to care for one another. Dettol stands at the heart of this mission. Its legacy spans generations, becoming a silent but steadfast companion in homes across India. It is a brand that shows up not only in moments of need, but in moments of emotion, times when a mother\u2019s instinct takes over, when a child\u2019s tears are hidden behind bravery, when protection is both physical and deeply personal. 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. Together, a mother\u2019s instinct and Dettol\u2019s protection create a bond that generations have trusted and will continue to trust for years to come.\u201d<\/p>\n
Prasoon Joshi, chairman, Omnicom India, said: \u201cI really enjoyed writing this simple, storytelling-led piece of brand communication. Dettol has always stood for care and protection. Because when a child is hurt, no matter how big or small, 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. This is the bond we wanted to bring alive. A bond of quiet care, instinctive love, and unwavering trust, something we never really outgrow. This would not have been possible without a committed team, at Reckitt, and at Chrome, Amit Sharma\u2019s sensitive direction, along with the performances and the music brought alive by Vishal Khurana K and Javed Ali.\u201d<\/p>\n
The campaign focuses on Dettol Antiseptic Liquid\u2019s use in treating minor cuts and wounds, and positions it within everyday household situations.<\/p>\n","protected":false},"excerpt":{"rendered":"Dettol has launched a new campaign for its antiseptic liquid, built around the idea of a mother\u2019s instinctive…\n","protected":false},"author":2,"featured_media":564018,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58],"tags":[249621,97,243],"class_list":{"0":"post-564017","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-medication","8":"tag-dettol","9":"tag-health","10":"tag-medication"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/564017","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=564017"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/564017\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/564018"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=564017"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=564017"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=564017"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}