This Diwali, Ghadi Detergent raises its voice against stereotyping people

Continuing with its ‘Saare mael dho daalo’ platform, Ghadi Detergent has unveiled a new campaign for Diwali. The ‘ill’ that the current campaign is trying to tackle is ‘stereotyping’. It works on the basic human insight that we as people tend to box strangers we meet according to the pre-conceived stereotypes that exist in our mind. 

As an example, the campaign highlights how still in our country the appearance of a policeman in our homes brings doubts of many kinds. It makes us uncomfortable and we tend to get nervous and unsettled. Whereas the basic duty of the police force is to protect us and bail us out of trouble. The campaign also requests us to look at everyone afresh without resorting to our biases. It ends on a positive note, where it insists that honesty is still not hard to find in our country. 

The film has been conceptualized by ADK Fortune and executed by Full Circle Films. 

Watch the ad:
https://www.youtube.com/watch?v=TvFJkXXOrpA&feature=youtu.be

Commenting on the campaign, Rahul Gyanchandani, Joint Managing Director of RSPL Group, said, “We are happy with the results of the campaign #saaremaeldhodaalo and would continue to touch upon different ills in the society and within our own selves. The idea was to take Ghadi beyond just the cleansing of clothes and we have successfully managed to do that.” 

Akashneel Dasgupta, Senior Vice President and Executive Creative Director, ADK Fortune, added here, “There is no explanation that is needed for #saaremaeldhodaalo as an idea anymore. The campaigns for Holi and Eid have already demonstrated that it’s a long term idea with many possible executions. This particular piece for Diwali just adds up perfectly.” 

This campaign is led by a film and supported by print, digital and outdoors as mediums. 

Campaign credits: 

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

Senior VP & ECD: Akashneel Dasgupta

AVP & Senior CD: Tamanna Virmani

Creative Team: Manish Negi, Manish K, Vivek Bhagat, Raman, Abhishek Sharma

Account Management: Kunal Sharma, Akhil Nijhawan, Vrinda Khurana

Production House: Full Circle Films

Director: Rahul Srivastava

Producers: Anand Wagle, Gautam Vaze, Surbhi Bafna