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Dettol,
one of India’s most trusted hygiene brands, has elevated its personal care
promise with the introduction of a 12-hour freshness~*across its
much-loved Cologne Fresh~ and Lime Fresh* soap variants. This offering
is designed to meet a growing consumer need — the confidence that comes from
knowing you are protected and feeling fresh throughout the day.
Body odour can strike unexpectedly — during a long commute, at work,
or right before a big social interaction — causing people to feel conscious,
hesitant, or even embarrassed. Dettol Fresh addresses this everyday discomfort
by removing 99.9% of odour-causing germs^andalso making you feel fresh for 12-hours~*,
so they can feel confident and ready to grab any opportunity.
With Dettol Cologne Fresh, users enjoy a bold, invigorating
musky cologne fragrance that makes you fresh after shower, while Dettol Lime
Fresh offers a zesty citrus scent that energizes and uplifts, so you can
use itfor your social momentsanddaily hustle. Dettol Fresh is a daily ally in helping users put their best foot
forward — so they never miss out on opportunities due to a moment of
self-doubt.
Kanika
Kalra, Regional Marketing Director, Health, Reckitt – South Asia, said, “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
campaign is headlined by two engaging ad films, conceptualized by McCann
Worldgroup.Prasoon Joshi, Chief Creative Officer and CEO, McCann Worldgroup
India said “Opportunities don’t wait - they can come anytime! And when
they do, you’ve got to feel fresh, confident, and ready to grab
them. That’s whatthis campaign
is all about. With 12 hour-freshness~*, Dettol Lime Fresh and
Cologne Fresh have your back, helping go-getters feel fresh and confident, and
also protect from body odour^.”
In
the Dettol Lime Fresh TVC, two young women preparing to pitch their startup
idea at the airport encounter a potential investor — but only the one who feels
fresh and ready with Dettol takes the leap. In the Cologne Fresh film, a pair
of aspiring musicians at a nightclub get invited to perform — and again, it’s
Dettol freshness that gives one the confidence to own the spotlight.
With this enhanced promise, Dettol continues to evolve in step with the lives of Indians — helping them not just stay protected from germs but also feel confident in every moment that matters. Because when you feel fresh, you feel confident. And when you feel confident, you’re always ready.
