ADK Fortune India tells women to stand up for themselves during Holi in a campaign for Ghadi

Ghadi.jpgGhadi detergent is one of India's largest selling detergent brands.
 
Ghadi has always stood for a brand which provokes its users to be more socially conscious and aware. A couple of years back it had associated itself with the Swachh Bharat Abhiyaan initiated by the Prime Minister. Taking the spirit forward it has identified social cleansing as the next step and has taken the plank of #saaremaeldhodaalo.

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Ghadi 2.jpgThe new ad campaign, conceptualized and created by ADK Fortune India has been timed around Holi to take the idea forward. The campaign interestingly plays around the phrase 'bura na mano holi hai' and how it is abused by certain miscreants to take advantage of a situation.
 
Holi is a beautiful festival but somehow women are wary of stepping out as they are vulnerable of being touched without their consent. Miscreants take advantage of this day and believe they have a license to touch a woman under the garb of 'bura na mano holi hai'. This nuisance won't stop till women take it on themselves to give it back.
 
Ghadi 3.jpgThe television commercial highlights this aspect in a very realistic and relatable fashion. Every woman would see herself in the situation of the protagonist. 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.
 
Talking about the campaign, Akashneel Dasgupta, Sr. V.P. 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".
 
Ghadi4.jpgRahul Gyanchandani, Joint Managing Director, RSPL Groups added, "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 with a clean mind as well. Through this communication we want to highlight a certain social evil prevalent around the beautiful festival of Holi."
 
Credits -
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

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