Dettol, one of India’s leading germ protection brands, has announced cricket legend Mahendra Singh Dhoni as the new brand ambassador for its range of soaps, bodywash, and handwash products.
To kick off the partnership, the brand is unveiling its first TVC for Dettol Icy Cool, conceptualised by McCann Worldgroup. Set on the sidelines of a cricket match, the ad follows a young cricketer, moments away from entering the field. As anxiety sets in, he looks to his idol, MS Dhoni, for calm. In a fun twist, Dhoni steps out of a poster and introduces Dettol Icy Cool as his secret. With its intense cooling and trusted germ protection, the product helps keep nerves at bay. The tagline:
“Body cool toh mind cool… aur game ho ya exam… performance cool!”
The campaign, youthful and energetic in tone, emphasizes calmness under pressure and highlights Dettol Icy Cool’sbenefits-making it the go-to ally in challenging moments.
Prasoon Joshi, Chairman of McCann Worldgroup Asia Pacific and CEO & CCO of McCann Worldgroup India, shared his thoughts:
“Body cool toh mind cool. With Dettol Icy Cool and Captain Cool MS Dhoni, this campaign celebrates the idea that staying cool under pressure can elevate performance. It’s a perfect alignment between the brand, the product, and the ambassador.”
Speaking about the association, MS Dhoni said:
“I’m excited to be associated with Dettol for their cool new campaign. Staying calm under pressure is something I’ve always believed in. Dettol Icy Cool offers the perfect way to stay cool-because when your body is cool, your mind stays cool. This message truly resonates with me.”
Kanika Kalra, Regional Marketing Director – Health, Reckitt South Asia, added:
“At Reckitt, our goal is to deliver trusted solutions that meet consumer needs with care and effectiveness. Dettol Icy Cool has become a summer essential with its 3x intense cooling and germ protection against skin infections. MS Dhoni, a symbol of calm and performance, is the ideal partner to bring this message to life. We aim to inspire consumers to stay cool, stay protected, and perform at their best-no matter the pressure.”
