Ghadi, the detergent brand from The RSPL Group, has unveiled a new campaign taking forward the â#SaareMaelDhoDaaloâ brand idea, centred around Eid.
Ghadi has always believed in provoking its consumers to be more socially conscious and aware. Its campaign, #SaareMaelDhoDaalo, has become synonymous with cleaning that goes beyond clothes. Last year on Diwali, Ghadi urged its consumers to give each profession its due respect and not to belittle people for what they do.
Taking the idea forward, the new campaign around Eid tackles another kind of âmaelâ. This time, Ghadi urges its consumers to not have double standards. Expecting someone to abide to a certain code based on their gender, race, appearance, or relationship and perceiving the said code as a taboo when it comes to someone else is unfair. The TVC advocates the cleansing of this âmaelâ through the story of a proverbial household where the mother-in-law, who is truly touched by her son-in-lawâs efforts in helping her daughter with daily chores. For him, she has nothing but praise. But back home, the same lending of helping hand by her son to his wife is labelled as being âtied to wifeâs apron stringsâ until her husband points out the flaw in her judgment.
The lesson she learns is a lesson for us all. The campaign requests us to never have two different yardsticks to judge the same effort. Every effort deserves respect, irrespective of different equations one may share and hence the rule/code we live by should stand true for all.
Akashneel Dasgupta, National Creative Director, ADK Fortune, said, âWe are trying to build an emotional connect for the brand through the #SaareMaelDhoDaalo campaign by highlighting the filth in oneâs mind, one âmaelâ at a time. This time we are tackling the issue of double standards relevant to every other household. Eid is just an occasion to communicate the message.â
The film has been conceptualised by ADK Fortune and executed by Elements.
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, Ravi Shankar Mishra
Account Management: Ambar Sharan Lal, Akhil Nijhawan
Production House: Elements
Director: Viveck Daaschaudhary