Dettol, the flagship germ protection brand of Reckitt, has launched a new nationwide campaign for its Dettol Antiseptic Liquid, aiming to strengthen its emotional connect with consumers while reinforcing its core proposition of trusted protection. Built around the theme “Nothing protects like Mom & Dettol,” the campaign highlights the instinctive care of mothers and positions the product as a reliable partner in moments of vulnerability.The campaign film, set in a wedding household, portrays a young boy hiding his injury before being comforted by his mother, who treats his wound using Dettol. The narrative ends with the message “Apnon ki suraksha ka mazboot sahara,” underlining the brand’s enduring presence in Indian homes. The film has been conceptualised and written by Prasoon Joshi, directed by Amit Sharma, with music by Vishal Khurana K and vocals by Javed Ali. The campaign has been executed by McCann, Gurgaon, with Chrome Pictures as the production house.
Gaurav Jain, EVP and Regional Director, South Asia at Reckitt, said the initiative reflects the company’s commitment to building a safer world through trusted hygiene solutions. Joshi noted that the campaign captures the emotional bond between a mother and child, rooted in instinctive care and trust. As the core product in the Dettol portfolio, Dettol Antiseptic Liquid continues to anchor the brand’s market leadership in the hygiene segment, offering protection for cuts, wounds, and everyday injuries.
Siliguri, a major trade and distribution hub in North Bengal, remains a strong growth market for FMCG hygiene brands. Retailers indicate that demand for antiseptic liquids has remained stable, driven by rising health awareness and preference for legacy brands. Dettol’s latest campaign, combining emotional storytelling with functional assurance, is expected to reinforce consumer loyalty and expand its footprint across Siliguri and adjoining markets.
