Dettol, India’s leading germ protection brand, has launched its Father’s Day campaign, #DadsCanToo, to encourage shared parenting and highlight the vital role fathers can play in baby care. The campaign, launched on June 13, aims to equip fathers with confidence and practical hygiene know-how using Dettol Antiseptic Liquid as their trusted ally.
Despite evolving gender roles, mothers still shoulder most baby care tasks. Studies cited by Dettol suggest that only 6% of parenting tasks require a mother biologically, while the remaining 94% can be managed by anyone — including dads. The campaign challenges stereotypes and advocates for equal participation in raising children. Kanika Kalra, Regional Marketing Director, Health, Reckitt – South Asia, stated, “We’re proud to promote shared parenting by empowering fathers to participate confidently in baby care, supported by Dettol’s trusted protection.”
In Kolkata, where modern parenting values are gaining traction, the campaign has sparked strong engagement among young parents. Retailers in the city report a noticeable uptick in interest in baby care and hygiene products by fathers, reflecting a cultural shift toward balanced parenting. Conceptualized by Leo India, the campaign film captures fathers stepping up, signaling a new era where dads care too confidently, equally, and wholeheartedly.
