Dettol Launches 12-Hour Freshness to Boost Confidence

In a move to enhance consumer confidence, Dettol, a leading hygiene brand in India, has launched its new 12-hour freshness range. This includes the Cologne Fresh and Lime Fresh soap variants, designed to eliminate 99.9% of odour-causing germs, providing users with a day-long fresh feeling.

The new product line addresses the common issue of unexpected body odour, ensuring consumers feel confident throughout various daily encounters. Dettol's campaign emphasizes that a fresh feeling can empower both personal and professional opportunities, as demonstrated in two engaging ad films conceptualized by McCann Worldgroup.

Kanika Kalra, Regional Marketing Director at Reckitt, expressed that the initiative aims to expand Dettol's promise of protection into the freshness domain. The campaign underscores the theme that feeling fresh translates to confidence, allowing individuals to seize opportunities without hesitation.

(With inputs from agencies.)