Reckitt today announced the appointment of cricket legend Mahendra Singh Dhoni as the brand ambassador for its Dettol Icy Cool range, covering soaps, bodywash, and handwash. This collaboration marks a strategic move to strengthen Dettol’s summer portfolio by combining 3x intense cooling~ benefits with 99.9% protection* against skin infection-causing germs#.
The campaign, developed by McCann Worldgroup under the leadership of Prasoon Joshi, features a TVC portraying Dhoni’s iconic calmness as a metaphor for the product’s cooling and protective qualities. Dhoni stated, “When your body is cool, your mind stays cool — which is crucial both on and off the field.”
Kanika Kalra, Regional Marketing Director, Reckitt South Asia, highlighted that partnering with Dhoni aligns with the brand’s vision of delivering trusted, performance-driven products that resonate with consumers’ summer needs. Dettol’s trusted brand equity, combined with Dhoni’s pan-India appeal, is expected to accelerate penetration and sales growth in this emerging regional market.
