Is Eid, #SaareMaelDhoDaalo

The RSPL Group, manufacturers and marketers of Ghadi detergent has just unveiled a new campaign under the ‘#saaremaeldhodaalo’ brand idea, centered around Eid.

Ghadi is one of the largest selling detergent brands in the country and has always stood for cleansing beyond clothes. A couple of months back, it launched the platform of ‘#saaremaeldhodaalo’ timed alongside the festival of Holi, urging men not to apply colour on women without their consent. That campaign went viral during Holi and had more than 15 million views and thousands of shares.

Continuing with the idea, the new campaign, conceptualised and created by ADK Fortune, around Eid tackles another kind of ‘mael’ or ‘ills’ in our minds. The insight that the brand has tapped into this time is that due to small misunderstandings we lose out on certain people who might be dear to us. Call it an ego or a general reluctance to apologize, it complicates things and important relationships go missing from our lives forever. The sense of guilt and loss stays on our minds and over time we realize our mistake. This Eid, the brand urges people to make a new beginning by erasing the past and summoning the courage to just apologize and move on, because some people are too precious to lose. It does not take much to say a ‘sorry’.

Commenting on the initiative, Mr. Rahul Gyanchandani, Joint Managing Director of RSPL Group says “We are just taking our idea of ‘#saaremaeldhodaalo’ forward in the context of Eid and urging people to wash away the past and make a new beginning on this auspicious day. The Holi communication had generated tremendous goodwill for the brand and we expect even this communication to touch a chord.”

Akashneel Dasgupta, Sr. VP & Executive Creative Director, ADK Fortune adds “Under ‘#saaremaeldhodaalo’, our effort will be to continuously define and redefine the ‘mael’ to keep the audience engaged and waiting for the next.”

Subroto Pradhan, Managing Partner, ADK Fortune opines; “We think the plank of ‘#saaremaeldhodaalo’ is broad enough to highlight many societal and personal triggers. It has enormous potential to lift Ghadi’s imagery beyond its superior cleaning credentials.”

The campaign is led by a film which would be aired on TV, Cinema and digital mediums. It would be supported by print, radio and digital activation. The campaign has been conceptualized by ADK Fortune, a WPP agency and produced by Full Circle films.



Client: RSPL Ltd.

Joint Managing Director: Rahul Gyanchandani

Brand Team: Ashish Makhija, Geet Kiran, Varun Chauhan, Vaibhav Rai

Managing Partner: Subroto Pradhan

ECD: Akashneel Dasgupta


Agency: ADK Fortune

AVP & Sr CD: Tamanna Virmani

Creative Directors: Manish Negi, Manish Kinger

Account Management Team: Yashaswi Bhatt, Akhil Nijhawan, Vrinda Khurana

Production House: Full Circle Films

Director: Rahul Srivastava

Producers: Anand Wagle, Gautam Vaze


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