The RSPL Group and Ghadi detergent partner for new social campaign under the ‘#saaremaeldhodaalo’ brand idea

The RSPL Group and Ghadi detergent partner for new social campaign under the ‘#saaremaeldhodaalo’ brand idea

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

Ghadi previously 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.

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’.

Akashneel Dasgupta, senior vice president and executive creative director at ADK Fortune, which made the ad, said: “Under ‘#saaremaeldhodaalo’, our effort will be to continuously define and redefine the ‘mael’ (meaning 'dirt' in English) to keep the audience engaged and waiting for the next.”

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.

Mr. Rahul Gyanchandani, joint managing director of RSPL Group, commented on the ad: “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.”

The campaign is led by a film to be aired on TV, cinema and digital mediums. It will 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.

For other ad campaigns and creative work from all around the world please see The Drum's Creative Works platform, updated daily.

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