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Ghadi Detergent’s message this Holi: 'Saare mael dho dalo'

The ADK Fortune conceptualised campaign urges people to play ‘clean’ Holi; explores misuse of ‘bura na maano Holi hai’ proverb by miscreants to harass women

e4m by exchange4media Staff
Updated: Mar 11, 2017 8:31 AM
Ghadi Detergent’s message this Holi: 'Saare mael dho dalo'

Ghadi detergent, one of India’s largest selling detergent brands manufactured and marketed by RSPL, a Kanpur based conglomerate, has come out with a new ad campaign tied to Holi.

As a brand that encourages its users to be socially conscious and aware, Ghadi had associated itself with the Swachh Bharat Abhiyaan initiated by the Prime Minister a couple of years back. Taking the spirit forward, it has identified social cleansing as the next step and has taken the stand of #saaremaeldhodaalo.

The new ad campaign, conceptualised and created by ADK Fortune, has been timed around Holi to take the idea forward. Interestingly, the campaign plays on the phrase ‘bura na mano Holi hai’ and how it is abused by certain miscreants to take advantage of the situation.

The television commercial highlights this aspect in a realistic and relatable fashion. Every woman can see herself in the situation of the protagonist. The brand urges all women to not hold back and instead stand up and resist anyone who tries to apply colour on her without her consent. The television commercial will be supported by digital, outdoor and print mediums.

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Talking about the campaign, Akashneel Dasgupta, Senior VP and Executive Creative Director, ADK Fortune, says, “Once in a while, a client backs you to produce something like this. I am happy Ghadi is bold enough to touch upon a subject that been a menace for so long. I think it’s time this message went through”.

Rahul Gyanchandani, Joint Managing Director, RSPL Groups, says, “Ghadi is one of the leading detergent brands in the country and has always stood for cleansing beyond clothes. Taking this core philosophy forward, we urge people to play Holi with an open heart, but a clean mind. Through this communication, we want to highlight a certain social evil prevalent around the beautiful festival of Holi.”

The campaign has already received 5 million views and counting.

Credits

Agency: ADK Fortune

Agency Head: Subroto Pradhan

Executive Creative Director: Akashneel Dasgupta

Creative Director: Manish Kinger

Copy: Manish Kinger, Akashneel Dasgupta

Art: Rajanish Jain, Karimuddin Khan

Account Management: Yashaswi Bhatt, Akhil Nijawan

Account Planning: Srishti Khandelwal


Production House: Chrome Pictures

Director: Vijay Veermal

Producer: Poonam Wahi

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