Dettol has rolled out a campaign #DadsCanToo, for Father’s Day that celebrates shared parenting. The campaign aims to encourage new fathers to step up confidently in creating a comfortable environment for their babies by taking up shared responsibilities at home.

Conceptualised by Leo India, the #DadsCanToo campaign film portrays new fathers’ journeys from hesitation to confidence. The film showcases the emotions of new dads as they plan for their baby’s future and contemplate life as a parent. While parenting roles are evolving, baby care responsibilities still predominantly fall on mothers. In the film the new dads are informed that studies suggest that mothers are biologically required for only '6% of baby-related tasks', the remaining 94% can be done by anyone, including dads. Many fathers want to be involved but often feel unprepared for daily routines, which limits early bonding and adds pressure on mothers. The film emphasises that with the right support and awareness, fathers can play an equally active and nurturing role in their child’s growth. 

What we think about it: The campaign taps into a culturally relevant insight, challenging the gendered narrative around parenting and striking a progressive chord by repositioning fathers not as occasional helpers but as equal caregivers. While the film scores in its intent, the storytelling and execution fall short of making a lasting impact.

Kanika Kalra, regional marketing director, Health, Reckitt – South Asia, said, “At Reckitt, we put people’s lives and needs at the heart of everything we do. We listen to consumers to better serve and enhance their lives. With the #DadsCanToo campaign, we’re proud to promote shared parenting by empowering fathers to participate confidently in baby care – especially in maintaining hygiene, supported by the trusted protection of Dettol Antiseptic Liquid. We strongly believe 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.”

Nitin Pradhan, group executive creative director, creative head – Delhi, said, “We saw that fathers didn’t lack the intent — they just lacked the cultural permission. This campaign gives them that nudge, the confidence to step in. It’s not about replacing moms, it’s about showing up with them. When dads step in early, moms step back from the burnout. And that’s balance. That's shared parenthood. Honestly, 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.”

Credits

Creative Agency: Leo India
Production House: Purple Pink
Director: Saurabh Bhandari