Dettol, one of India’s most trusted hygiene brands, has announced legendary cricketer MS Dhoni as the brand ambassador for its Icy Cool range including soaps, body wash, and hand wash. This strategic partnership introduces India’s original Captain Cool as the face of Dettol Icy Cool, a product line known for its intense cooling sensation and powerful germ protection.
The collaboration comes at a critical time when temperatures are peaking across the country. Dettol Icy Cool offers a timely solution with three times intense cooling and protection against 99.9 percent of skin infection-causing germs. The brand positions this range as essential for maintaining hygiene and comfort during the harsh summer season.
MS Dhoni expressed his excitement about the campaign, stating that staying calm under pressure has always been part of his mindset. He added that Dettol Icy Cool helps people stay physically cool which in turn helps maintain mental composure. The new campaign highlights this connection through a cricket-themed storyline where Dhoni offers a confidence boost and a cool solution to a young player.
Conceptualized by McCann Worldgroup, the campaign film brings a relatable and uplifting message to life. The tagline “Body cool toh mind cool… aur game ho ya exam… performance cool!” reinforces how physical comfort can enhance focus and performance in both sports and daily life.
Commenting on the campaign, McCann Worldgroup’s Prasoon Joshi said that the collaboration perfectly captures the essence of Dettol Icy Cool. The presence of MS Dhoni as a brand ambassador aligns naturally with the product’s promise of resilience and calm under pressure.
Reckitt’s Regional Marketing Director for South Asia, Kanika Kalra, emphasized that this campaign reflects the company’s commitment to meaningful consumer solutions. By combining proven germ protection with intense cooling, Dettol Icy Cool becomes more than just a hygiene product,it becomes a daily ally during summer.
This partnership is expected to strike a chord with consumers nationwide, particularly the younger audience. By associating with a figure known for cool-headed leadership and peak performance, Dettol aims to enhance its appeal as a brand that stands for trust, confidence, and freshness.
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