Conceptualised by ADK Fortune, the campaign interestingly plays around the phrase ‘Bura na mano Holi hai’ and asks women to stand up against miscreants who try to take advantage of the festival
BestMediaInfo Bureau | Mumbai | March 10, 2017
Detergent brand Ghadi has in its communications mostly tried to exhort users to be more socially conscious and aware. A couple of years ago, it had associated itself with the Swachh Bharat Abhiyaan initiated by Prime Minister Modi. Taking the spirit forward, it has identified social cleansing as the next step and has taken up the plank of #saaremaeldhodaalo. Ghadi is manufactured and marketed by RSPL, a Kanpur-based conglomerate.
Recently, the detergent brand came out with a new social uplifting campaign conceptualised by ADK Fortune. The campaign has been timed around Holi to take the idea forward and plays around the phrase ‘Bura na mano Holi hai’.
Talking about the campaign, Akashneel Dasgupta, Senior Vice-President and Executive Creative Director, ADK Fortune, said, “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 has been a menace for so long. I think it’s time this message went through.”
Holi is a beautiful festival but somehow women are wary of stepping out as they are vulnerable to being touched without their consent. Miscreants take advantage of this day and believe they have a licence to touch a woman with the excuse or pretence ‘bura na mano Holi hai’. This nuisance won’t stop till women take it on to themselves to give it back.
Rahul Gyanchandani, Joint Managing Director, RSPL Group, added, “Ghadi is one of the leading detergent brands in the country and has always stood for cleansing, beyond clothes. Taking this forward we urge people to play Holi with an open heart but a clean mind as well. Through this communication, we want to highlight a certain social evil prevalent around the beautiful festival of Holi.”
The television commercial highlights this aspect in a very realistic and relatable fashion. Every woman would see herself in the situation of the protagonist. The brand urges all women to not hold back and stand up and resist somebody who tries to apply colour on her without her consent. The television commercial is to be supported by digital, outdoor and print mediums.
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