Continuing with its ‘Saare mael dho daalo’ insight, Ghadi detergent has unveiled a new campaign for Diwali. The ‘ill’ that the latest campaign is trying to tackle this time is ‘stereotyping’. It works on the basic human insight that we as people tend to bracket 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.
Rahul Gyanchandani, Joint Managing Director, 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, “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.”
In the film, a policeman is shown visiting a father-daughter duo’s home to fetch a second-hand home appliance. The father doubts the policeman and tells his daughter that why does she need to interact with the police. The policeman leaves them with some advance money and next day comes to give the full payment and after talking to him, the father realises there are honest policeman too.
This campaign is led by a film and supported by print, digital and outdoor as mediums. 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
SR V.P. & ECD: Akashneel Dasgupta
AVP & Sr. C. D.: 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