New Delhi: Dettol has announced a fresh evolution in its personal care portfolio with the launch of 12-hour freshness~* in its Cologne Fresh~ and Lime Fresh soap variants. This upgraded promise caters to a growing consumer need for long-lasting freshness and all-day confidence.
With its germ protection legacy, Dettol now steps further into the freshness space — ensuring that consumers not only feel protected but also energized, invigorated, and ready to seize the day without hesitation. The new offering removes 99.9% of odour-causing germs^ and delivers lasting freshness for up to 12 hours~* — helping people face social or professional moments without discomfort or self-doubt.
Dettol Cologne Fresh features a bold, musky cologne scent perfect for after-shower freshness, while Dettol Lime Fresh delivers a zesty citrus aroma that energizes users for their daily hustle and spontaneous moments alike. Together, they serve as reliable daily companions for anyone looking to feel confident, clean, and always ready.
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 features two high-energy, insight-driven ad films conceptualized by McCann Worldgroup.
Prasoon Joshi, Chief Creative Officer and CEO, McCann Worldgroup India, added, “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^.”*
In the Dettol Lime Fresh TVC, two women preparing to pitch their startup idea at an airport unexpectedly meet an investor — but it’s the one who feels fresh and confident that takes the leap. In the Cologne Fresh film, two aspiring musicians at a club receive a surprise invitation to perform — and it’s freshness-fueled confidence that helps one step into the spotlight.
Agency Credits:
Prasoon Joshi, Chief Creative Officer and CEO, McCann Worldgroup India
Director: Aarati Desai
Production House: Picture Perfect Ricki Kapoor
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
