MUMBAI: Dettol, the household name that’s long been associated with hygiene and protection, has now added a splash of confidence to its cleansing credentials. The brand has rolled out a bold new promise of 12-hour freshness across its Cologne Fresh and Lime Fresh soap variants — a timely move in a country where a commute can be longer than a board meeting, and body odour can strike at the worst possible moment.
Designed for modern Indians on the move, Dettol Fresh claims to eliminate 99.9 per cent of odour-causing germs^ while delivering a day-long burst of confidence. Cologne Fresh brings a musky, masculine edge perfect for power moves and post-shower swagger, while Lime Fresh’s citrus zing is tailor-made for social sparks and morning hustle.
To bring the proposition alive, Dettol has partnered with McCann Worldgroup for two spirited ad films. In one, a young woman with a startup pitch finds an investor at an airport — only the one who smells success (literally) gets the deal. In the other, a duo of musicians get a surprise gig at a nightclub — but only the fresher of the two steals the spotlight.
Reckitt – South Asia regional marketing director, health, Kanika Kalra 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 always feel ready.”
The campaign is headlined by two engaging ad films, conceptualised by McCann Worldgroup. McCann Worldgroup India chief creative officer and CEO Prasoon Joshi 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 what this 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.”
The message is simple: with Dettol Fresh, you don’t just feel clean — you feel ready. Whether it’s for a chance meeting, a professional breakthrough, or a bold night out, Dettol wants to be your invisible wingman.
As the brand evolves from its germ-killing legacy to confidence-boosting freshness, the humble soap bar is suddenly less about hygiene and more about head-turning assurance. Freshness, it seems, is now a career strategy.