advert-body-2 by ADK Fortune

Indian washing powder brand, Ghadi unveiled its Diwali campaign which aims at tackling stereotyping in the country.

The film titled #saaremaildholo (wash away all the dirt) is conceptualised by ADK Fortune and begins with a policeman driving into a house thus making elders uncomfortable. He inquires about the advertisement of a fridge which the daughter had posted and pays a part of the price and promises to pay the rest during the festival of Diwali.

Father of the daughter is concerned and asks her daughter whether she thinks its the right decision to deal with a policeman as in India despite the fact they are supposed to protect us, people don't trust them enough.

However, the policeman comes over on Diwali and pays the entire sum thus breaking the pre-conceived notions the father had about him. The film has been executed by Full Circle Films and the campaign will. runs across print, digital and outdoors.

Rahul Gyanchandani, joint managing director of RSPL group said: “We are happy with the results of the campaign #saaremaeldhodaalo and would continue to touch upon different ills in the society and within our own selves. The idea was to take Ghadi beyond just the cleansing of clothes and we have successfully managed to do that ”.

Akashneel Dasgupta, senior vice president and executive creative director, ADK Fortune said: “There is no explanation that is needed for #saaremaeldhodaalo as an idea anymore. The campaigns for Holi and Eid have already demonstrated that it’s a long term idea with many possible executions. This particular piece for Diwali just adds up perfectly”.