The simplest thing anyone can do to protect themselves and their loved ones from the pandemic that is raging across the world is to wear a mask every time we step out. Yet, this simple message has either not reached everybody or is simply being ignored or forgotten.
Detergent powder Ghadi decided not just to reach out and remind millions but walk the talk themselves.
In an initiative conceptualised and executed by ADK Fortune Communications Pvt. Ltd., Gurgaon, a WPP company and part of Wunderman Thompson South Asia Group, a powerful and effective medium was used – the Ghadi detergent pack. The pack reaches millions of Indian households, even in areas where the reach of TV and other mass medium is extremely limited. So, to spread awareness and reach the maximum number of households, Ghadi pack as a medium was used.
Ghadi covered its actual logo (the very face of the brand) across its entire range with a printed mask to remind and inspire people to wear a mask. And to further underline its importance, a message, “Bachaav Mein Hi Samajhdaari Hain” (It makes sense to save yourself), is on every pack.
Rahul Gyanchandani, Joint Managing Director, RSPL, said, “As a category leader, Ghadi has always believed in making a positive impact. In these troubled times, using our pack and then extending the campaign to other mediums seemed like the best way to bring about a change in behaviour and further build upon our connection with our massive consumer base.”
To further scale up this message, Ghadi supported this initiative with a digital film directed by Pradeep Sarkar. It shows a young girl in a shop who makes her father realise that the best way to show you care is by wearing a mask – just like the pack itself.
Nakul Sharma VP and ECD, ADK Fortune Communications, said, “It started as a small idea; a unique way of connecting with the consumer. But with the client backing it fully, this initiative by Ghadi is now actually impacting people and their thinking. For Ghadi, this is just the beginning. We truly want our mask-wearing initiative to become the starting point of a mass movement.”
In the coming days, the plan is to distribute 10 lakh masks across India for free. And to further drive home this message, the film will be released across India in five regional languages with a full-blown PR and social media campaign.
Client: RSPL Ltd.
Brand: Ghadi Detergent
Joint Managing Director: Rahul Gyanchandani
Brand Team: Arif Husain, Ashish Makhija, Geet Kiran, Varun Chauhan, Vaibhav Rai
Agency: ADK Fortune Communications Pvt. Ltd.
Managing Partner: Subroto Pradhan
Planning Lead: Atishi Pradhan
ECDs: Nakul Sharma and Tirtha Ghosh
Creative Team: Rajanish Jain, Ravi Shankar Mishra, Abhishek Sharma and MD Ershad
Account Management: Ambar Sharan Lal, Akhil Nijhawan, Priyanka Surkali
Production House: Apocalypso Filmworks Pvt. Ltd.
Director: Pradeep Sarkar
Music Director: Ronit Sarkar
Producer: Panchali Sarkar, Mrittika Mukherjee