Dettol, India’s leading germ protection brand, has roped in legendary cricketer Mahendra Singh Dhoni as the brand ambassador for its new ‘Icy Cool’ range of soaps, bodywash, and handwash. This marks the first-ever collaboration between the trusted hygiene brand and India’s iconic “Captain Cool”. The campaign promotes Dettol Icy Cool, promising 3x intense cooling~ and 99.9% protection against skin infection-causing germs*. Designed to meet real summer hygiene needs, the product delivers an instant cooling effect to help consumers stay fresh and calm, even in high-pressure situations. “I’m excited to be associated with Dettol to unveil their cool new campaign,” Dhoni shared. “When your body is cool, your mind stays cool – that’s how I’ve always approached pressure, and that’s why this product resonates with me.”
The TVC, conceptualized by McCann World group under the creative direction of Prasoon Joshi, captures Dhoni stepping out of a poster to guide a nervous young cricketer. The message: “Body cool toh mind cool – aur game ho ya exam, performance cool!”
Known for its humid summers and enthusiastic cricket fans, retailers are optimistic about the new launch. With Dhoni’s massive fan base and Dettol’s legacy, the Icy Cool range is expected to make a strong splash across retail shelves and gain traction in urban and suburban areas alike.
