Ad Campaigns
82.5 Communications launches the Ghadi detergent campaign
Mumbai: Ghadi detergent powder is built on the back of science and continuous evolution over the years. The new improved Ghadi detergent powder is out there to change the age-old belief that you need to soak clothes for at least half an hour for effective cleaning. The new Ghadi’s mahashaktishali formula now has shakti-booster granules that begin deep cleaning of your clothes instantly. Ensuring women spend less time washing clothes and get more time for themselves. This is the largest and biggest change that the brand is undergoing since inception. It’s more than revamping the product and packaging but an evolution of the brand tonality and imagery.
Speaking on this, RSPL Ltd. JMD Rahul Gyanchandani said, “At RSPL we are committed to keeping the customer at the heart of everything we do. We constantly push ourselves to meet not just the expressed but even the latent needs of our customers. With the changing times, we knew that the woman of today is hard pressed for time and we wanted to make her life better. Therefore, I am pleased to inform you of the launch of our new formulation. This is not just an evolution, this formulation will make a real difference to the consumer’s life. I congratulate the team for a massive campaign, Bachchan talking about the problems of the consumers and offering a solution to it with India’s No.1 Ghadi detergent powder.”
82.5 Communications CCO Mayur Varma added, “I am excited to be a part of the launch of new Ghadi detergent powder which is going to fundamentally simplify the way mass India washes clothes. An unprecedented offering needed an unprecedented image. Thus, was born the idea of Amitabh Bachchan in a bucket question, ‘Kapadon ko aadhe ghanta kyun bhigana padta hai?’ We are hoping this stark image will urge consumers to question the norm too and appreciate the technology advancements in the new Ghadi.” As per Chandana Agarwal, President 82.5 Communication North and East, “The brand takes the big bold step of questioning a norm that has defined the category usage – The 30 minutes of soak time. This norm is not just questioned but broken with great aplomb. “Ab kapdo ko aadha ghanta bhigona kyon?” is the central thought of the campaign. We are very proud and excited to be a part of this new ‘Ghadi’. The ambitious campaign has been shot by Apocalypso Productions.”
82.5 Communications North executive creative director Preeta Mathur added, “Soaking clothes and then waiting seems like you are tied to the bucket and are stuck. For this, we got Big B in a bucket along with other women! Tired of being stuck he breaks free and introduces the new Ghadi detergent powder with Shakti boosters that starts working on the clothes instantaneously and frees women to do more. A lot more is coming as part of this massive new Launch, keep watching this space. Here’s hoping that India shall be soon questioning the norm and asking, ‘Ab kapdo ko aadha ghanta bhigona kyon?”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
