TeekaUmeedKa, a film conceptualised by ADK-Fortune Communications Pvt. Ltd.

India launched the world’s largest Covid-19 vaccination programme on January 16, 2021, to protect its eligible adult population. But misguided hesitancy and misinformation about vaccines is still a substantial threat to the spread of the pandemic and achieving herd immunity.

Being a responsible national brand, Ghadi decided to do its bit to tackle these rumours and fake news by initiating a film campaign. The challenge was to stay relevant and sound as true as possible because the aim was not just to spread awareness but encourage people to get inoculated.

The campaign thought of TeekaUmeedKa is a clarion call from Ghadi that proves vaccines not only offer a way out of the pandemic, but they are a ray of hope for all of us in these tough times.

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The film has been scripted and executed by ADK-Fortune Communications Pvt. Ltd., a WPP company and part of Wunderman Thompson South Asia Group.

Speaking about the initiative, said, “Ghadi being the leader brand in its category has always taken a lead in issues concerning social change. The pandemic is a challenge like no other for each one of us. And with this campaign, our attempt is to convince people that vaccination is the only way to a brighter future.”

Elaborating on how the campaign has fared, commented, “The idea was to craft a hard hitting and nonpreachy message. We are overjoyed by the initial response and hope that this initiative by Ghadi detergent motivates people to go for their TeekaUmeedKa.”

Credits

Client: RSPL Ltd.

Brand: Ghadi Detergent

Joint Managing Director: Rahul Gyanchandani

Brand Team: Arif Husain, Ashish Makhija, 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, Aakash Mishra, MD Ershad and Manish Kumar Sahoo

Account Management: Akhil Nijhawan, Priyanka Surkali

Production House: Apocalypso Filmworks Pvt. Ltd.

Director: Pradeep Sarkar Music

Director: Ronit Sarkar

Producer and editor: Mrittika Mukherjee

Post Producer: Sapna Thaker