Ghadi Detergent from RSPL group unveiled a new campaign for Diwali. Continuing with its Saare Mael Dho Daalo proposition, the brand in their new ad talks about removing the ‘ill’ and is trying to tackle 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.
This campaign is led by a film and supported by print, digital and outdoors as mediums. It has been conceptualized by ADK Fortune and executed by Full Circle Films.
The film highlights how 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.
Commenting on the campaign, Rahul Gyanchandani, Joint Managing Director of RSPL Group, says, “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 ”.
Talking about the creative aspect, Akashneel Dasgupta, Sr. Vice President and Executive Creative Director, ADK Fortune, adds “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”.