Dettol’s Latest TVC Campaign Redefines Hygiene with 12-Hour Freshness
The launch of a new personal care campaign by Dettol, a brand widely understood as synonymous with protection and cleanliness in India, establishes Dettol's ongoing commitment to total freshness and protection. The campaign introduces Dettol Fresh, a line of soaps ranging from Cologne Fresh to Lime Fresh. In line with the claims, Dettol Fresh is engineered to provide freshness for 12 hours, while killing 99.9% of odour-causing bacteria. A significant yet often unarticulated consumer need is fulfilled by the innovative line: the reassurance of feeling safe and fresh all day.
In a Dettol Lime Fresh television commercial, two young women are at the airport preparing to pitch a business idea to a potential investor. The only one brave enough to take the risk is the one who feels fresh and ready with Dettol. In the Cologne Fresh video, two new musicians are invited to perform at a club in the evening; and again, it's Dettol freshness that allows one of them the confidence to take centre stage.
Through careful consideration, the commercial highlights everyday scenarios- long work commutes, busy days at work, or dates- where body odour may interfere with confidence. People may feel anxious, self-conscious, or even embarrassed in some scenarios. Dettol Fresh promotes itself as a daily partner that allows people to be themselves and shine their best, without being concerned about discomfort. It illustrates a concept relating to people being ready to seize opportunities and enjoy life at its fullest while being fresh and revitalized.
The Dettol Cologne Fresh version is a powerful musky cologne fragrance that energises you after a shower, and is great for starting the day with a sense of confidence. Dettol Lime Fresh has a bright citrus fragrance, which is a great addition to social occasions as well as everyday chaos. The brand's marketing offers consumers a complete personal care solution by combining the functional benefit of germ control with the emotional promise of long-lasting freshness.
Reckitt South Asia's Regional Marketing Director for Health, Karnika Kaura, endorsed the initiative, saying, "At Reckitt, we believe real confidence starts with feeling fresh & protected so you are ready for anything. With Dettol Cologne & Lime Fresh, we’re not just offering freshness — we are helping people feel confident. Whether you’re chasing dreams in boardrooms or on stage, 12-hour freshness*~ gives you the confidence to show up at your best. This marks an exciting benefit from Dettol as we expand our promise of protection into the freshness space, because when you feel fresh, you feel always ready.
The audience highly relates to the Dettol Fresh ad campaign and feels the story and product benefits have relevance and meaning. In addition to meeting hygienic needs for individuals, Dettol's new product range, through its fresh scents and lasting protection, gives users confidence to go about their day and excel at work, in social situations, or while pursuing their interests.
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