This Father’s Day, Dettol is breaking age-old parenting stereotypes with its new campaign, #DadsCanToo. Launched to celebrate and encourage shared parenting, the initiative highlights how new fathers can—and should—play an equal role in maintaining a hygienic environment for their babies.
Despite evolving family dynamics, baby care tasks continue to fall disproportionately on mothers. Dettol’s campaign seeks to change that narrative by equipping dads with the confidence and knowledge they need to participate more equally in childcare—especially when it comes to hygiene.
The Insight: Fathers Want to Help but Lack Cultural Permission
Studies show that only 6% of baby-related tasks must be done by mothers. The remaining 94% can be easily shared—but many fathers feel unprepared or unsure of their role in baby care. This hesitation often stems from deep-rooted societal expectations rather than a lack of intent. Dettol and creative agency Leo India aim to challenge this imbalance through a powerful film and message that spotlight dads ready to step up, if only given the chance.
Nitin Pradhan, group executive creative director at Leo India, sums it up well:
“We’re not inventing a new kind of dad—we’re just shining a light on the ones who’ve been waiting in the wings.”
Also Read: Karizma Returns in Style with Hrithik Roshan – A Legacy Reimagined
Dettol: Empowering Fathers with the Right Tools and Confidence
At the heart of the campaign is Dettol Antiseptic Liquid—a staple in Indian homes for generations. Dettol positions it not just as a product, but as a tool for empowerment. The campaign demonstrates how dads can use it confidently for essential tasks like:
- Disinfecting baby laundry
- Cleaning surfaces in the nursery
- Maintaining hygiene during play or feeding
By doing so, Dettol supports new fathers in their journey from uncertainty to active participation—breaking stereotypes and enabling healthier, happier homes.
Voices Behind the Father’s Day Campaign
Kanika Kalra, regional marketing director for Reckitt – South Asia, emphasized that the campaign reflects Dettol’s human-centric approach:
“Parenting is a partnership. This campaign is our effort to encourage greater involvement from fathers, ease the pressure on mothers, and spark a cultural shift towards more balanced, confident parenting together.”
Also Read: Ranveer Singh Becomes McDonald’s India’s New Brand Ambassador with His Own Signature Meal
A Heartfelt Campaign Film That Hits Home
The film at the center of the campaign beautifully captures the emotional transformation of dads—from clumsy to confident, from unsure to involved. It’s not about replacing mothers, but about sharing the load and fostering stronger bonds within families.
Conclusion: Time to Normalize Equal Parenting
Dettol’s #DadsCanToo campaign is more than a Father’s Day tribute—it’s a call to action. By encouraging fathers to take active roles in baby care, especially hygiene, Dettol is advocating for a future where parenting is truly shared. It’s time we moved past old norms and embraced a more balanced approach to raising children—one where dads are present, proud, and perfectly capable.
