Reckitt’s flagship hygiene brand Dettol has rolled out its latest campaign, #DadsCanToo, celebrating Father’s Day by promoting shared parenting and empowering fathers in baby care. With Dettol Antiseptic Liquid at its core, the campaign encourages dads to actively participate in everyday hygiene tasks—ranging from cleaning baby laundry to disinfecting surfaces—bridging the gap in traditional caregiving roles.
Backed by insights revealing that only 6% of baby-related tasks require mothers biologically, the campaign aims to give fathers the confidence and practical tools needed to share the parenting journey. Kanika Kalra, Regional Marketing Director, Health, Reckitt – South Asia, emphasized, “Parenting is a partnership. This campaign empowers dads to step in and ease the pressure on mothers while ensuring hygiene with Dettol.”
The campaign has struck a strong chord in Kolkata, where a growing number of urban households are embracing gender-equal parenting. Local retailers report increased demand for Dettol baby-care SKUs, with fathers showing rising interest in hygiene-related purchases—a trend aligning with the city’s progressive consumer behavior. Conceptualized by Leo India, the campaign’s film captures dads transitioning from hesitant to hands-on, marking a confident shift toward inclusive, balanced parenting.
