This Diwali, Ghadi again says #SaareMaelDhoDaalo
Ghadi’s campaign by ADK Fortune shuns perception of meniality from house work
Published - 03-November-2018
In the past two years, Ghadi identified three key festivals of India and decided to propagate its philosophy of #SaareMaelDhoDaalo. It urged people to cleanse their minds of this deep-seated filth. Every single time, it identified and addressed a new notion of the mind and showed a mirror to the society.
Continuing with the idea, the new campaign around Diwali tackles another kind of ‘mael’. This time, Ghadi urges its consumers to give each profession its due respect and not to belittle people for what they do.
The TVC takes place inside every proverbial Indian household, where the domestic help is taken for granted. Their efforts and sacrifices go unnoticed. Often, their work is considered as “menial”. The TVC advocates the cleansing of this ‘mael’ through the story of a teenager. We see him constantly admonishing the maid’s efforts, until his mother asks him to step into her shoes. The lesson he learns is a lesson for us all. The campaign requests us to realise that no work is small. It urges people to realise the worth of every work that comes their way and understand the importance of people in their lives.
Akashneel Dasgupta, National Creative Director, ADK Fortune, says, “In continuation with the #SaareMaelDhoDaalo campaign, this is yet another aspect that we are trying to address. To restore dignity of work, whatever be the nature of it. This, we hope, will further strengthen Ghadi’s cleansing credentials in the minds of people.”
The film has been conceptualised by ADK Fortune and executed by Full Circle Films.
Client: RSPL Ltd.
Joint Managing Director: Rahul Gyanchandani
Brand Team: Ashish Makhija, Geet Kiran, Varun Chauhan, Vaibhav Rai
Agency: ADK Fortune
Managing Partner: Subroto Pradhan
NCD: Akashneel Dasgupta
Creative Team: Rajanish Jain, Abhishek Sharma
Account Management: Askna Nandrajog, Akhil Nijhawan
Production House: Full Circle Films
Director: Puneet Prakash
Producers: Anand Wagle, Gautam Vaze, Tia Bandyopadhyay
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