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Tag: Reckitt

  • Durex finds the other G-spot for early detection

    Durex finds the other G-spot for early detection

    MUMBAI: Who knew pleasure could be a lifesaver? This World Breast Cancer Day, Durex swapped seduction for self-care with its provocative new campaign, The Other G-Spot, proving once again that the world’s most playful brand can also be its most purposeful. The campaign redefines protection by linking the language of pleasure to the power of prevention, urging women to discover a spot that could truly save lives.

    For years, pop culture has obsessed over the G-spot, that elusive zone of discovery and delight. Durex, however, has uncovered another, one where “G” stands for “gland”, the mammary glands where most breast cancers begin. And like its better-known namesake, this one too can only be found by touch, by women themselves.

    At its heart, the campaign is a call to action, encouraging women to conduct self-examinations, schedule screenings and normalise conversations around early detection. The statistics are sobering, one woman in India is diagnosed with breast cancer every four minutes, yet only a small fraction know how to perform a self-check. Durex wants to change that, one confident conversation at a time.

    In the digital film, a woman opens with the teasing line, “I found a new G-Spot, and I can’t wait to show you.” Viewers lean in, expecting a familiar Durex twist, and they get one, just not the kind they anticipated. The reveal? She’s referring to the life-saving self-exam spot.

    The campaign cleverly blurs the line between sensuality and self-care, using curiosity to drive awareness. The message lands powerfully, self-touch isn’t just about pleasure, it’s about protection.

    But The Other G-Spot isn’t just an ad, it’s an interactive movement. Durex is taking the conversation into private DMs, users who message the brand with “The Other G-Spot” receive a video tutorial guiding them through the art of self-examination, all explained in the familiar, confident Durex tone.

    Reckitt South Asia regional marketing director, health Kanika Kalra said, “At Durex, we believe confidence and awareness go hand in hand. This campaign turns prevention into empowerment, encouraging women to see self-care as an act of strength and love.”

    With The Other G-Spot, Durex once again pushes boundaries, and this time, they might just save lives doing it. Because real protection, as the brand reminds us, starts long before the bedroom.

     
     
  • Digital marketing veteran leaves Reckitt after nine-year stint

    Digital marketing veteran leaves Reckitt after nine-year stint

    MUMBAI: Shashishekhar Mukherjee, one of India’s most decorated digital marketing executives, has ended his nine-year tenure as head of digital marketing at Reckitt, the British consumer health and hygiene giant behind brands including Dettol, Durex and Veet.

    The departure of the 18-year industry veteran, announced on LinkedIn this week, marks another high-profile exit from the fast-moving consumer goods sector as companies grapple with rapid digital transformation and fierce competition for top talent.

    Mukherjee, who joined Reckitt in April 2016, spearheaded the company’s data-driven marketing strategy across its marquee portfolio, which also includes Moov pain relief gel. His campaigns earned recognition at prestigious industry awards including the APAC Effies, Asian Warc and Emvies.

    The executive’s credentials include being named among Brand Equity’s top 30 digital marketers. He currently serves as a board advisor to the India Influencer Governing Council and is a member of the Mobile Marketing Association’s APAC retail media network.

    “After nine incredible years, I recently bid farewell to my team, coworkers, and friends at Reckitt,” Mukherjee wrote in his LinkedIn post, describing the role as having “profoundly shaped me both personally and professionally.”

    His exit comes as multinational consumer goods companies face intensifying pressure to digitise their operations and connect with younger consumers across India’s diverse markets. The sector has witnessed a wave of senior departures as executives seek new opportunities in the rapidly evolving landscape.

    Mukherjee’s departure follows a distinguished career spanning blue-chip agencies and brands. Before Reckitt, he served stints at GSK (now Haleon), where he led digital initiatives for wellness brands including Sensodyne toothpaste and Eno antacid, and at Mindshare, where he headed digital strategy for PepsiCo’s portfolio.
    His early career included roles at GroupM, handling accounts for Twinings tea, Kurkure snacks and Domino’s Pizza, and at Publicis Groupe, managing digital offerings for Hewlett-Packard and telecom operator MTS.

  • TAM Adex: screens and scenes spark spend surge as adland switches on big in Q1 FY 26

    TAM Adex: screens and scenes spark spend surge as adland switches on big in Q1 FY 26

    MUMBAI: India’s advertising engines have revved up in Q1 2025, with the industry riding high on the back of buzzing TV sets, scroll-stopping digital spends and billboards getting their groove back. The latest TAM AdEx Quarterly Report shows that marketers didn’t just show up, they splashed out. TV made a grand re-entry into the spotlight with a 16 per cent year-on-year growth in ad volumes compared to Q1 2024. Hindi GEC (General Entertainment Channel) ruled the roost with a whopping 22 per cent share, followed closely by Regional GEC and News genres at 15 per cent and 14 per cent respectively.

    The big screen darling of Indian homes wasn’t just fluff and reruns either top advertisers like Hindustan Unilever, Reckitt, and Coca-cola kept the spots hot, with Coca-cola returning to the top 10 TV advertisers after a brief fizz out in 2024. Among categories, Toilet Soaps and Aerated Soft Drinks bubbled up, clocking a 29 per cent and 67 per cent growth in ad volumes respectively compared to Q1 last year.

    Digital advertising clocked in an impressive 18 per cent increase in ad insertions in Q1 2025 over the previous quarter. Notably, Programmatic advertising contributed a dominant 45 per cent share of digital spots, while Google Display and Facebook together accounted for over a third of digital insertions.

    Banking and financial services made big digital strides online investment platforms, personal loans, and insurance players were aggressive spenders. But the scene-stealer? Fantasy Sports, which surged ahead as Dream11 and My11Circle banked on cricketing fervour ahead of IPL 2025.

    Out of Home (OOH) advertising made a thunderous comeback, reporting a 32 per cent jump in ad volume over Q1 2024. Transit media think metro wraps, bus backs, and airport panels saw the sharpest uptick, up by 38 per cent. FMCG, e-commerce and OTT brands led the charge, with a special mention for Amazon Prime Video’s “Mirzapur 3” teaser plastering high-traffic junctions in metro cities.

    North India continued to dominate with 39 per cent of total OOH volumes, while Tier 2 towns witnessed an OOH growth spurt of 28 per cent, driven largely by regional retail players and upcoming D2C brands eager to build street cred.

    India’s ad sector lit up Q1 2025, with TV ad volumes up 16 per cent YoY, Digital ad insertions rising 18 per cent QoQ, and OOH jumping 32 per cent YoY. FMCG led with over 25 per cent of total ad volume, while Hindi-language ads drove over 50 per cent of TV and digital impressions.  

    With IPL in full swing and festive season preparations already in the works, Q2 is expected to outdo Q1. But beyond numbers, what stands out is how brands are blending mass and personalised media placing bets on both prime-time viewership and pocket-sized scrollable moments.

    From hoardings to handhelds, the message is loud and clear: India’s adland isn’t just recovering, it’s rewiring.
     

  • Ketan K Bharati joins The House of Abhinandan Lodha to lead media

    Ketan K Bharati joins The House of Abhinandan Lodha to lead media

    MUMBAI: Ketan K Bharati, the marketing maverick who has shaped campaigns across telecom, FMCG, tech, and media giants, has now planted his flag at The House of Abhinandan Lodha (HoABL) as head – media strategy & performance marketing.

    With a career spanning nearly two decades and marquee brands like Truecaller, Reckitt, Vodafone, Disney Star, and GroupM in his rearview mirror, Bharati’s next chapter promises to blend data muscle, storytelling flair, and go-to-market wizardry for one of India’s most ambitious real estate disruptors.

    Bharati, was most recently VP – global marketing ops at Truecaller, where he steered GTM rollouts, global launches, and even lit up Times Square.

    Backed by stints managing Rs 500 crore media portfolios, landing Gold at Spikes Asia, and anchoring revenue surges at Fox International and Reckitt, Bharati is no stranger to performance-led growth. His Vodafone days saw him turn cricket carnivals into brand goldmines with the IPL and World Cup. At GroupM, he cracked efficiency gains for brands like Dove and PepsiCo with data-first media buying.

    At HoABL, he’s expected to fuse full-funnel performance with digital-first thinking, supporting the brand’s audacious land-tokenisation push and national expansion.

    In a world where land is being reimagined as a lifestyle asset, HoABL’s latest hire signals it’s not just playing the game. It’s rewriting the script.

  • Dettol Banega Swasth India campaign promotes hygiene at Maha Kumbh Mela 2025

    Dettol Banega Swasth India campaign promotes hygiene at Maha Kumbh Mela 2025

    MUMBAI: The Maha Kumbh Mela 2025, which commenced on 13 January 2025, with the Paush Purnima Snan and is set to conclude on  26 February 2025, aligning with Maha Shivratri, has transformed Prayagraj into a centre of devotion and public health efforts. Among the millions expected to gather for this event, an initiative to promote hygiene and health is taking centre stage.

    Reckitt, a health and hygiene company, is efforts to ensure this year’s Kumbh incorporates a strong focus on cleanliness and well-being through its campaign, Dettol Banega Swasth India (DBSI).

    DBSI has been a partner of the Kumbh Mela since 2016, contributing to the Ardh Kumbh and Magh Melas in Varanasi, Nashik, and Ujjain. This year, the initiative aims to reach an expected 45 crore devotees, incorporating hygiene practices into the cultural and spiritual activities of the event.

    The campaign, in collaboration with Global Interfaith Wash Alliance (GIWA), AJ Foundation, Plan India, and Jagran Pehel, aligns with the government of India’s Viksit Bharat @ 2047 vision. The focus is on encouraging handwashing practices, with soaps being distributed at food-serving areas. Devotees will be encouraged to wash their hands before and after meals, while 15,000 sanitation workers will participate in training programs and receive soaps to support hygiene efforts across the mela grounds.

    To address the scale of the event, health and hygiene volunteers will be present in all 25 sectors of the Kumbh. Kalpvasis, who stay for 45 days of the mela, will receive soaps and hygiene education. The campaign will also engage attendees through traditional performances like Nukkad Nataks to highlight the importance of handwashing in maintaining health.

    Reckitt – South Asia executive vice president  Gaurav Jain said, “At Reckitt, we believe that health and well-being of communities are the foundation of true progress. The Maha Kumbh Mela 2025 provides a unique opportunity to embed hygiene practices into one of India’s most culturally significant events. We are delighted to take ahead our long-standing partnership with the government of Uttar Pradesh and GIWA to reaffirm our commitment to Viksit Bharat @ 2047, ensuring that hygiene is the cornerstone of a cleaner, healthier India.”

    Parmarth Niketan Ashram, Rishikesh president, and Global Interfaith WASH Alliance, co-founder Swami Chidanand Saraswatiji said, “I have been associated with Banega Swasth India and thrilled to witness its impactful presence at Maha Kumbh Mela 2025. By leveraging engaging initiatives such as street plays, puppet shows, and distributing planters, we aim to empower individuals to become ambassadors of change, driving a collective movement towards a cleaner, healthier, and more sustainable society.”

    Plan India executive director Mohammed Asif stated, “Our collaboration with Dettol Banega Swasth India is a testament to the power of collective action in driving meaningful change in communities. At the Maha Kumbh Mela 2025, we are proud to contribute to this monumental effort to instil hygiene practices among millions of devotees. By reaching out to diverse communities, we are reinforcing the importance of hand hygiene and drive positive behavioural change for a healthier tomorrow.”

    AJ Foundation chairperson Bidhu Bhushan Panda said, “We are proud to collaborate with Banega Swasth India at the Maha Kumbh Mela 2025, amplifying critical messages on health and hygiene. As a vibrant celebration of unity and spiritual growth, the Maha Kumbh embodies humanity’s collective commitment to a healthier, more sustainable future. Together, we aim to inspire awareness, drive meaningful change, and leave a lasting legacy that resonates with all participants.”

    Jagran Pehel treasurer Sameer Gupta “Jagran Pehel is deeply honoured to support DBSI at Maha Kumbh 2025, the largest religious gathering in the world. Maha Kumbh Mela is not just a gathering; it is a profound celebration of faith, devotion, and unity. Through our far-reaching impact and meaningful advocacy, we are committed to uplifting the spirit of this sacred event and championing initiatives that enhance its purpose and legacy for millions of devotees.”

  • Omnicom Media enlists Varuni Vij as vice-president

    Omnicom Media enlists Varuni Vij as vice-president

    MUMBAI: Omnicom Media group has signed up Varuni Vij as vice-president from this month. Vij has  a large part of her 16 years of working in media agencies, moving onto the client’s side in 2020 when she started  working with Reckitt.

    Vij has had stints with Zenith, Madison World, Carat, Mindshare and Initiative over her career. Her last job was with the Good Glamm Group, where she says she “started as a media lead. But  I significantly enhanced our brand’s visibility and engagement, leveraging my media expertise and passion for beauty and personal care I was promoted to Brand side for notable Beauty & Personal care brands – Organic Harvest, Manish Malhotra Beauty and POPxo makeup.”

    Her going back to the agency side will be a homecoming of sorts. 

  • Durex launches close-fit invisible condom

    Durex launches close-fit invisible condom

    Mumbai: Durex, a condom brand, announced the launch of Durex Close Fit Invisible Condom, a close-fit thin condom. Durex Close Fit features an ultra-thin condom with a promise of snug fit, allowing couples to experience enhanced closeness and sensations without compromising on protection.

    Capturing the essence that a close fit makes all the difference, Durex Close Fit offers supreme comfort, allowing couples to feel more sensations and enjoy a satisfying experience that deepens both emotional and physical connection. As condom penetration in India lingers at just 9.5 per cent, Durex aims to tackle the barrier that condoms reduce sensations, pleasure, and intimacy. The latest first-of-its-kind innovation, Durex Close Fit provides consumers the perfect balance between increased pleasure and reliable protection.

    Speaking on the launch, Reckitt – South Asia, regional marketing director, health – Kanika Kalra said, “As a brand known for pushing boundaries, Durex is constantly innovating to meet the evolving needs of today’s modern and conscious consumers. With condom penetration in India at just 9.5 per cent, a key challenge remains the mental barrier that condoms dull sensation and intimacy. At Reckitt, we are committed to tackling this challenge and promoting wellbeing through innovative and new age solutions. Durex Close Fit is a game changer — offering a closer fit that redefines the sexual experience for couples, empowering them to enjoy pleasurable, intimate moments without compromising on protection.”

    Conceptualised by Havas Worldwide India, the campaign film focuses on that special snug feeling when something fits and contours around you perfectly and closely. In the unique Durex flair, the film employs an avant-garde storytelling style and technique to transport you to a tactile world where intimacy is heightened, and every sensation is viscerally felt. Using metaphors of swimming, athletics and dance the film establishes, that in matters of pleasure, ‘A close fit makes all the difference’.

    Havas Worldwide India joint MD & chief creative officer Anupama Ramaswamy said, “Durex as a brand has constantly maintained a distinct positioning around ‘intimacy’, drawing from its legacy of technology-led innovations. To highlight the innovation of Durex Close Fit Invisible, the film explores an impactful new narrative style pushing the boundary of storytelling and visualization to make an unforgettable film.”

    Durex as a brand has constantly maintained a distinct positioning around ‘intimacy’ and ‘performance’, drawing from its legacy of technology-led innovations, helping people feel good about themselves and their partners. In India, Durex has also been focused on raising awareness on sexual health and wellbeing with its purpose program- ‘The Birds and Bees Talk’.

    Durex Close Fit condoms are now available at retail stores across India and on leading e-commerce websites, priced at Rs 181 for a pack of three condoms and at Rs 599 for a pack of 10 condoms.

  • TAM AdEx: Top 10 brands contributed 10 per cent share of TV ad volumes

    TAM AdEx: Top 10 brands contributed 10 per cent share of TV ad volumes

    Mumbai: TAM AdEx India has released a television advertising half-yearly report for Jan-Jun’24.

    Jan-Jun’24 saw a minor three per cent drop in ad volumes on television over Jan-Jun’23.

    In Jan-Jun’24, ‘food & beverage’ (24 per cent) was on top followed by ‘personal care/personal hygiene’ sector with 16 per cent share. ‘BFSI’ is the only newly entered sector in the top 10 list during Jan-Jun’24. The top 10 sectors contribute nearly 90 per cent of the ad volume share in Jan-Jun’24.

    The top 10 categories together added 32 per cent share of ad volumes in Jan-Jun’24. In the period from Jan-Jun’24, the categories ranked third, seventh, eighth, and ninth showed a positive shift in rank compared to the same period in 2023. ‘Rubs and balms’ was the new entrant among the top 10 categories during Jan-Jun’24. Categories on rank three, seven and ten were from the ‘food & beverages’ sector.

    The ‘milk beverages’ category saw the highest increase in ad secondages with growth of 24 per cent followed by ‘rubs and balms’ with 40 per cent growth during Jan-Jun’24 compared to Jan-Jun’23.

    ‘HUL’ topped the list followed by ‘Reckitt’ during Jan-Jun’24. The top 10 advertisers together added 45 per cent share of ad volumes during Jan-Jun’24. ‘Reliance Jio Infocomm’ observed a positive rank shift along with ITC and Wipro.

    The top 10 brands contributed 10 per cent share of television ad volumes. During Jan-Jun’24, total 7.8K plus brands were present on television.

    Five out of the top 10 brands were from ‘Reckitt Benckiser’ and two were from ‘HUL’.

    During Jan-Jun’24, ‘GEC’ outperformed ‘news’ channels as the leading genre for advertising, similar to the same period in 2023. The top five channel genres accounted for more than 90 per cent share of ad volumes during both Jan-Jun’24 and Jan-Jun’23.
     

  • VML India’s Durex campaign foster safe spaces for gender identity conversations

    VML India’s Durex campaign foster safe spaces for gender identity conversations

    Mumbai: Marketing transformation company, VML, has conceptualized a unique campaign, ‘Rainbow Classrooms’, for Durex. VML’s approach aims to create a safe space for students in India to express their feelings and address gender identity issues that are often overlooked due to the lack of sex education in Indian schools.

    In India, students are often confused when it comes to conversations around gender identity. Home environments may not be welcoming to having open conversations on the topic, and educators do not always possess the necessary awareness or skills to address these subjects with sensitivity.

    VML and Durex worked with students, teachers, school body heads and government officials to create a course specifically focused on educating the educators on having these difficult conversations.

    We wanted to show them that they could be that safe space students were looking for. Those educators who completed our course were given a symbol outside their classroom – a rainbow door. Taking inspiration from the Pride Flag, the painted door serves as a symbol to students that they are entering a safe space where they can express themselves freely without fear of judgement or ridicule.

    VML India group creative director Rohan Kumar said, “The first step to getting students to talk about gender issues was to create a safe space. The next was to create a symbol. Once we identified teachers as the ambassadors for this initiative, everything fell into place quickly post that. The rainbow doors serve as powerful symbols of safety and inclusivity. It’s a privilege for us at VML to collaborate with Durex on this initiative and support educational institutions to promote belonging for all.”

    Reckitt, SOA, director of External Affairs & Partnership, SOA, Ravi Bhatnagar highlighted Reckitt’s commitment, “At Reckitt, we are dedicated to promoting inclusivity and providing continuous support to the communities we serve. The Rainbow Classrooms initiative is a testament to our ongoing efforts to create safe and supportive environments for students, not just during Pride Month but throughout the entire year. By fostering acceptance and understanding, we are empowering the next generation to embrace their identities and contribute to a more inclusive society.”

  • Moov launches new film Aao Dard Mitayein

    Moov launches new film Aao Dard Mitayein

    Mumbai: Moov, the name in pain relief solutions, has released its new campaign, Aao Dard Mitayein, for Moov, aimed at highlighting the brand’s commitment to providing effective pain relief for people of all ages. Since its inception in 1986, Moov has been synonymous with trust and efficacy, offering a range of products designed to alleviate everyday chronic pains.

    The new film, conceptualised by Havas Worldwide India, showcases Moov’s evolution over the years, emphasizing its enduring position as the go-to choice for individuals seeking long-lasting relief from aches and pains. Available in both gel and spray formats, Moov’s innovative formula, fortified with ‘Four Active Ingredients’, penetrates deep into muscles, providing warmth and relaxation for swift recovery.

    The film portrays the universal nature of pain and the importance of finding quick and gentle solutions to overcome it. By alleviating discomfort, Moov enables individuals to focus on what truly matters – cherishing moments with loved ones, pursuing passions, and making a positive impact on the world.

    Speaking about the campaign,  Reckitt regional marketing director, South Asia – Health & Nutrition Kanika Kalra said, “For over three decades, Moov has aimed to help people by not letting pain come in the way of their life. Our advertising has always reflected this purpose. As we worked on this campaign, we reflected on what Moov’s purpose meant for today’s India. Today, as Indians, we aim to maximize life by not just helping ourselves and our family but also by leaving a positive impact on the world around us. But, we can only do that if we are ourselves free of pain. That is what the new campaign by Moov tries to capture through it’s beautiful message of ‘Don’t let pain come in the way of doing good’. We believe that as India’s most-loved pain relief brand, Moov’s new campaign will resonate with every Indian and inspire them to maximize their lives pain-free.”

    Havas Worldwide India chief creative officer Anupama Ramaswamy said, “What makes this world go round is not the big things; it’s the small acts of goodness that people do for others without expecting anything in return. And Moov believes that the last thing that should come between such acts of goodness is physical pain. With this endearing story, Moov nudges you to go beyond the call of duty and relieve others of their problems… Aao dard mitayein.”