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Business Upturn
28-05-2025
- Business
- Business Upturn
Dettol Welcomes Legendary ‘Captain Cool' MS Dhoni as Brand Ambassador
By Business Wire Published on May 28, 2025, 16:15 IST Dettol, India's leading germ protection brand, announces cricket icon and India's original Captain Cool — Mahendra Singh Dhoni — as the brand ambassador for its Dettol Soaps, Bodywash & Handwash range. This first-of-its-kind collaboration brings together a legendary cool icon and a trusted cool brand, unveiling the solution to staying cool in summers – Dettol Icy Cool. With 3x intense cooling~ and 99.9% protection against skin infection germs#, Dettol Icy Cool is the ultimate summer essential. It addresses a real consumer need — protection from skin infection causing germs# which may be due to heat and sweat. In a country where summers can be extreme, and sweaty skin often leads to discomfort, Dettol Icy Cool delivers an instant icy burst of cooling refreshment to keep your body cool, so your mind can be cool and you can perform even in the most high-pressure moments. For decades, Dettol has stood as a symbol of protection and care, earning the trust of millions of households across the country**. This powerful collaboration combines MS Dhoni's cool-headed resilience with Dettol's trusted protection— a perfect match that promises to elevate summer experience by giving protection* and unbeatable cooling feeling~ Speaking on the association, Mahendra Singh Dhoni, said, 'I'm excited to be associated with Dettol to unveil their cool new campaign for Dettol Icy Cool. Staying calm under pressure has always been an important part of how I approach life on and off the field. Dettol Icy cool provides the perfect solution to stay cool – When your body is cool, your mind will be cool. That's why this campaign speaks to me, and I'm thrilled to be a part of it.' The campaign's TVC, conceptualized by McCann World Group Prasoon Joshi, Chairman, McCann Worldgroup, Asia Pacific and CEO & CCO, McCann Worldgroup, India, said, ' Body cool toh mind cool. With Dettol Icy Cool and Captain Cool MS Dhoni this campaign is celebrating the idea that being cool under the toughest conditions elevates your performance. It's a great example of the product and the brand ambassador being in complete sync with each other.' Commenting on the announcement, Kanika Kalra, Regional Marketing Director, Health, Reckitt – South Asia, said, 'At Reckitt, we are committed to delivering trusted solutions that genuinely address consumer needs with care and effectiveness. Dettol Icy Cool has long been the go-to for summers with 3x intense cooling~ and protection against germs that cause skin infections# — especially amid the heat and hustle of everyday life. We are delighted to partner with Captain Cool himself, MS Dhoni — a symbol of calm, confidence, and peak performance — to bring the essence of Dettol Icy Cool to life. Together, we aim to inspire millions to stay cool, stay protected, and perform their best, no matter the heat or pressure.' To mark the beginning of this iconic partnership – Dettol Icy cool is releasing the first TVC in a series – Set on the sidelines of a nail-biting cricket match, the film follows a teenage boy, padded up and moments away from stepping onto the field. With the stakes sky-high, nerves begin to take over. Looking to his idol — MS Dhoni — for reassurance, he wonders: 'How does Captain Cool stay so cool?' In a playful twist, Dhoni steps out of a poster and offers Dettol Icy Cool as a solution. With intense cooling~ and trusted germ protection*, it's the perfect ally under pressure to help keep cool – 'Body cool toh mind cool… aur game ho ya exam… performance cool!' The campaign's fresh, youthful tone captures resilience, calm, and Dettol Icy Cool's unbeatable cooling~ — proving staying cool starts with the body. With this exciting new partnership, Dettol Icy Cool celebrates protection, performance, and cooling — making hygiene not just essential, but truly cool. Link to TVC: Agency Credits: Prasoon Joshi, Chairman, McCann Worldgroup, Asia Pacific and CEO & CCO, McCann Worldgroup, India Director & Production House: Rajesh Saathi with KEROSCENE FILMS PRIVATE LIMITED Creative Team: Sambit Mohanty, Head Creative McCann South, Joint Creative Head-McCann Gurugram Account Management: Srijib Malik, Executive Vice President – Head Of McCann Gurugram Planning: Ankit Vohra, National Planning Director ~vs soap without menthol ingredient #As per in vitro lab test against skin infection causing indicator bacteria*As tested in vitro against indicator bacteria and viruses **Dettol Soaps is bought by 130mn+ households in India as per the latest Kantar Household panel data Disclaimer: The above press release comes to you under an arrangement with Business Wire. Business Upturn takes no editorial responsibility for the same. Business Wire is an American company that disseminates full-text press releases from thousands of companies and organizations worldwide to news media, financial markets, disclosure systems, investors, information web sites, databases, bloggers, social networks and other audiences.
Time of India
28-05-2025
- Sport
- Time of India
Dettol welcomes ‘captain cool' MS Dhoni as brand ambassador
HighlightsDettol, India's germ protection brand, has appointed cricket icon Mahendra Singh Dhoni as the brand ambassador for its Dettol Soaps, Bodywash and Handwash range, introducing the new Dettol Icy Cool product. Dettol Icy Cool addresses the need for protection from skin infection-causing germs, particularly during the extreme summer heat, by providing an instant icy burst of cooling refreshment. The campaign features a TV commercial where a teenage boy seeks reassurance from Mahendra Singh Dhoni, who steps out of a poster to promote Dettol Icy Cool as the solution for staying cool under pressure. Dettol , India's germ protection brand, has announced cricket icon and India's original Captain Cool — Mahendra Singh Dhoni — as the brand ambassador for its Dettol Soaps, Bodywash and Handwash range. This first-of-its-kind collaboration brings together a legendary cool icon and a trusted cool brand, unveiling the solution to staying cool in summers – Dettol Icy Cool . Dettol Icy Cool addresses a real consumer need — protection from skin infection causing germs which may be due to heat and sweat. In a country where summers can be extreme, and sweaty skin often leads to discomfort, Dettol Icy Cool delivers an instant icy burst of cooling refreshment to keep your body cool, so one's mind can be cool and one can perform even in the most high-pressure moments, the press note stated. This collaboration combines MS Dhoni 's cool-headed resilience with Dettol's trusted protection— a perfect match that promises to elevate summer experience by giving protection and unbeatable cooling feeling~ Speaking on the association, Mahendra Singh Dhoni said, 'I'm excited to be associated with Dettol to unveil their cool new campaign for Dettol Icy Cool. Staying calm under pressure has always been an important part of how I approach life on and off the field. Dettol Icy cool provides the perfect solution to stay cool - When your body is cool, your mind will be cool. That's why this campaign speaks to me, and I'm thrilled to be a part of it.' The campaign's TVC, conceptualised by McCann World Group Prasoon Joshi, chairman, McCann Worldgroup, Asia Pacific and chief executive officer and chief creative officer, McCann Worldgroup, India, said, ' Body cool toh mind cool . With Dettol Icy Cool and Captain Cool MS Dhoni this campaign is celebrating the idea that being cool under the toughest conditions elevates your performance. It's a great example of the product and the brand ambassador being in complete sync with each other'. Commenting on the announcement, Kanika Kalra, regional marketing director, health, Reckitt – South Asia, said, 'Dettol Icy Cool has long been the go-to for summers with 3x intense cooling~ and protection against germs that cause skin infections# — especially amid the heat and hustle of everyday life. We are delighted to partner with Captain Cool himself, MS Dhoni — a symbol of calm, confidence and peak performance — to bring the essence of Dettol Icy Cool to life. Together, we aim to inspire millions to stay cool, stay protected, and perform their best, no matter the heat or pressure.' To mark the beginning of this partnership – Dettol Icy cool is releasing the first TVC in a series - Set on the sidelines of a nail-biting cricket match, the film follows a teenage boy, padded up and moments away from stepping onto the field. With the stakes sky-high, nerves begin to take over. Looking to his idol — MS Dhoni — for reassurance, he wonders: 'How does Captain Cool stay so cool?' In a playful twist, Dhoni steps out of a poster and offers Dettol Icy Cool as a solution. With intense cooling~ and trusted germ protection, it's the perfect ally under pressure to help keep cool - ' Body cool toh mind cool… aur game ho ya exam… performance cool! ' The campaign's fresh, youthful tone captures resilience, calm and Dettol Icy Cool's unbeatable cooling~ — proving staying cool starts with the body. With this new partnership, Dettol Icy Cool celebrates protection, performance, and cooling — making hygiene not just essential, but truly cool, it added.
Campaign ME
08-04-2025
- Entertainment
- Campaign ME
Heinz launches cinema ad campaign that is ‘interrupted by a movie'
Heinz has launched what it claims is the first ad interrupted by a movie with Post Post-Credits, a cinema ad campaign that plays in two parts. The first half will tease before the movie begins, but to catch the whole spot, viewers will have to wait till after the end credits roll. Only those patient enough to stay until the very end will unlock limited-edition Heinz merch and exclusive discount deals as part of the campaign. 'You've got to really love something to wait for it – whether it's the final scene after the credits, or that glorious, gravity-defying pour of Heinz,' said Passant El-Ghannam, Marketing Director MEA, Heinz Arabia. The campaign was creatively developed in partnership with FP7 McCann Dubai, MCN and Big Kahuna Films. Federico Fanti, Chief Creative Officer, FP7 McCann Dubai said: 'Post-credit scenes have become a cultural phenomenon between filmmakers and audiences, a reward for those who wait. We saw a perfect parallel with Heinz, a brand that has always turned waiting into an experience, in a way that only Heinz can.' 'It's irrational. It's rich. It's Heinz. And that's what this campaign is all about. In a world of skips and scrolls, Heinz is a reminder that some things like great ketchup and great scenes are worth the wait,' El-Ghannam said, explaining the ideation behind the campaign. Post Post-Credits by Heinz will run at Dubai Mall's Reel Cinemas during the showings of A Working Man on 9 April and Mickey 17 and The Amateur on 10 April and 11 April. Credits: Brand – Kraft Heinz Passant El-Ghannam, Marketing Director MEA Marketing Director MEA Samar Hasanin, Regional Senior Category Manager Regional Senior Category Manager Lobna Saad, Head of Brand Build MEA Head of Brand Build MEA Ilya Myskin, Brand Manager Creative – FP7 McCann Dubai Federico Fanti, Chief Creative Officer Chief Creative Officer Nayaab Rais, Executive Creative Officer Executive Creative Officer Paulo Engler, Senior Creative Director & Head of Art Senior Creative Director & Head of Art Jonathan Cruz, Creative Director Creative Director Liam Galt, Associate Creative Director Associate Creative Director Rob Hall, Associate Creative Director Associate Creative Director Diego Fernandez-Cid, Senior Copywriter Senior Copywriter Roy Sebastian, Senior Art Director Creative Excellence – McCann Worldgroup & MCN Javier Campopiano, Global CCO, McCann Worldgroup Global CCO, McCann Worldgroup Adrian Botan, Global ECD & CCO Europe, McCann Worldgroup Global ECD & CCO Europe, McCann Worldgroup Carmem Bistrian, Global Product Excellence Director, McCann Worldgroup Global Product Excellence Director, McCann Worldgroup Lara De Souza, Creative Excellence Senior Manager, MCN Production – FP7 McCann Dubai & Big Kahuna Films Kaue Akimoto, Motion Designer, FP7 McCann Dubai Motion Designer, FP7 McCann Dubai Murilo DePaula, Video Editor, FP7 McCann Dubai Video Editor, FP7 McCann Dubai Jessica Younes, Senior Producer, FP7 McCann Dubai Senior Producer, FP7 McCann Dubai Amin Soltani, Director, FP7 McCann Dubai Director, FP7 McCann Dubai Eddy Rizk, CEO, Big Kahuna Films CEO, Big Kahuna Films Zaid Mohammad, Editor, Big Kahuna Films Editor, Big Kahuna Films Belal Hibri, Grading, Big Kahuna Films Account Management – FP7 McCann Dubai Tarek Ali Ahmad, Managing Director Managing Director Sana Omran, Head of Business Leadership Head of Business Leadership Amr Lotfy, Account Director Account Director Maryam Aqueel, Account Manager Account Manager Fernanda Stein, Social Media Manager Public Relations & Communications – Current Global MENAT Peter Jacob, Managing Director Managing Director Jude Lahham, Account Director Account Director Riya Awtaney, Account Manager Account Manager May Hajouj, Senior Associate Senior Associate Aastha Chaurasia, Associate Associate Umar Gulamnabi, Junior Associate Company Credits
