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This Eid, Ghadi urges us not to have two different yardsticks to judge same effort

The campaign conceptualised by ADK Fortune says every effort deserves respect irrespective of different equations one may share and so the rule/code we live by should stand true for everyone

Click on the Image to watch the TVC.

Ghadi, the detergent brand from The RSPL Group, has unveiled a new campaign taking forward the ‘#SaareMaelDhoDaalo’ 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 ‘mael’. 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 ‘mael’ through the story of a proverbial household where the mother-in-law, who is truly touched by her son-in-law’s 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 ‘tied to wife’s apron strings’ 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

Akashneel Dasgupta, National Creative Director, ADK Fortune, said, “We are trying to build an emotional connect for the brand through the #SaareMaelDhoDaalo campaign by highlighting the filth in one’s mind, one ‘mael’ 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.”

The film has been conceptualised by ADK Fortune and executed by Elements.

The TVC:


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

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