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Ghadi pushes for social cleansing this Holi with #saaremaeldhodaalo

Taking forward the spirit of Prime Minister Narendra Modi’s Swachh Bharat Abhiyaan, detergent brand Ghadi has identified social cleansing as the next step and has taken the plank of #saaremaeldhodaalo. 

The new ad campaign, conceptualised and created by ADK Fortune, has been timed around Holi to take the idea forward. The campaign plays around the phrase ‘bura na mano holi hai’ and how it is abused by certain miscreants to take advantage of a situation. 

Though a beautiful festival, Holi is also a time when miscreants take advantage of the festivities and believe they have a license to touch a woman without their consent under the garb of ‘bura na mano holi hai’. This nuisance won’t stop till women take it on to themselves to give it back. 

The TVC highlights this aspect in a very realistic and relatable fashion. 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 TVC will be supported by digital, outdoor and print mediums. 

Elaborating on the campaign, Akashneel Dasgupta, Senior VP 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 been a menace for so long. I think it’s time this message went through.” 

Rahul Gyanchandani, Joint Managing Director, RSPL Groups, the Kanpur-based conglomerate that manufactures and markets Ghadi, added here, “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.” 

Campaign credits

Brand: Ghadi Detergent

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 

ADK-Fortune in India is an equal partnership between Asatsu-DK of Japan and WPP Group. ADK is Japan’s third largest agency with a strong presence in South East Asia and China. WPP also holds 20 per cent share in the parent ADK Japan.

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