Marathi Influencer Neel Salekar Leads Dettol’s ‘12 Taas Bindaas!’ Campaign with Regional Storytelling

Marathi influencer Neel Salekar, who has a digital following of over 2.9 million on Instagram, has been chosen to lead Dettol India’s new regional campaign, ‘12 Taas Bindaas!’. The campaign has been executed through Marathi Minded, a culturally focused content agency co-created by Salekar in collaboration with Collective Artists Network.

Neel Salekar and Marathi Minded Front Dettol’s Hyper-Local Initiative

Dettol India has shifted toward hyper-local storytelling as part of its strategy to build stronger regional engagement, particularly in Maharashtra. The campaign has been designed to reflect the confidence and protection Dettol offers for up to 12 hours, aligning with Marathi-speaking consumers’ daily lifestyle and cultural values.

Regional Creators Add Authenticity to the ‘12 Taas Bindaas!’ Message

Four content creators from different parts of Maharashtra have contributed regionally resonant digital content to support the campaign. This approach aims to make the campaign more relatable and authentic to the local audience.

The launch of ‘12 Taas Bindaas!’ has marked one of the first instances where a major national brand has actively partnered with a creator-led regional content platform to shape its communication. The initiative has also reflected a broader industry trend, where influencer-led storytelling is being adopted to improve brand connection and relevance across India’s diverse linguistic and cultural landscape.

Blending National Branding with Cultural Identity for Deeper Impact

The campaign has been positioned as a marketing effort and as a celebration of Marathi identity and pride, intended to reach audiences both within the state and across the global Marathi diaspora.

With this collaboration, a template has been set for future campaigns to fuse national messaging with regional insights, demonstrating how digital creators are integrated into mainstream brand strategies for deeper and more meaningful consumer engagement.