The initiative encourages fathers to take an active role in baby care and hygiene using Dettol Antiseptic Liquid.

Dettol has launched its latest Father’s Day campaign, #DadsCanToo, highlighting the importance of shared parenting and encouraging fathers to actively participate in maintaining a clean, safe environment for their babies with the help of Dettol Antiseptic Liquid.

The campaign challenges traditional parenting norms, where baby care is often seen as the mother’s responsibility. While research shows that only 6% of baby-related tasks are exclusive to mothers, a staggering 94% can be performed by anyone-including fathers. Many new dads are eager to help but often feel unprepared, leading to missed opportunities for bonding and increased pressure on mothers.

Dettol’s campaign aims to break this cycle by empowering fathers with the knowledge and confidence to contribute meaningfully to daily baby care-whether it’s disinfecting surfaces, cleaning baby laundry, or ensuring general hygiene.

Kanika Kalra, Regional Marketing Director, Health, Reckitt – South Asia, shared the intent behind the initiative:

“At Reckitt, we focus on improving everyday lives. With #DadsCanToo, we’re proud to advocate for shared parenting by encouraging fathers to step into caregiving roles, especially when it comes to hygiene. Dettol Antiseptic Liquid offers trusted protection, and through this campaign, we hope to ease the load on mothers and promote more confident, balanced parenting.”

Conceptualised by Leo India, the campaign film tells the emotional story of fathers stepping out of the background and into everyday parenting. From initial hesitation to growing confidence, the film celebrates dads who show up-not to replace mothers, but to share the journey with them.

Nitin Pradhan, Group Executive Creative Director and Creative Head – Delhi, explained:

“Fathers haven’t lacked the willingness-they’ve lacked the cultural green light. This campaign gives them that nudge. It’s not about pushing moms aside; it’s about standing beside them. When dads step in, moms can take a breath-and that’s what real balance looks like. We’re not creating a new kind of father; we’re spotlighting the ones who’ve been ready all along.”