Ghadi detergent launches #SaareMaelDhoDaalo campaign for Eid

The film has been conceptualised by ADK Fortune and executed by Elements

e4m by exchange4media Staff
Published: Jun 2, 2019 6:00 PM  | 2 min read

The RSPL Group, manufacturers and marketers of Ghadi detergent, have just unveiled a new campaign under the ‘#SaareMaelDhoDaalo’ brand idea, centred around Eid.
The company in a statement said that Ghadi has always believed in provoking its consumers to be more socially conscious and aware. Its campaign, #SaareMaelDhoDaalo has become synonymous with cleaning which goes beyond clothes. Last year on Diwali, Ghadi urged its consumers to give each profession its due respect and not to belittle people for what they do.

Taking the idea forward, the new campaign around Eid tackles another kind of ‘mael’. This time, Ghadi urges its consumers to not have double standards. Expecting someone to abide to a certain code based on their gender, race, appearance, or relationship and perceiving said code as a taboo when it comes to someone else is unfair. The TVC advocates the cleansing of this ‘mael’ through the story of a proverbial household where the mother-in-law, who is truly touched by her son-in-law’s efforts in helping her daughter with daily chores. For him, she has nothing but praise. But back home, the same lending of helping hand by her son to his wife is labelled as being ‘tied to wife’s apron strings’ until her husband points out the flaw in her judgment.   
The lesson she learns is a lesson for us all. The campaign requests us to never have two different yardsticks to judge the same effort. Every effort deserves respect irrespective of different equations one may share, hence the rule/code we live by should stand true for everyone.
Akashneel Dasgupta, National Creative Director, ADK Fortune adds, “We are trying to build an emotional connect for the brand through the #SaareMaelDhoDaalo campaign by highlighting the filth in one’s mind, one ‘mael’ at a time. This time we are tackling the issue of double standards which is relevant to every other household. Eid is just an occasion to communicate the message.
The film has been conceptualized by ADK Fortune and executed by Elements.

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