MAM
Figo India launches its first TV campaign to scrub away stains-and stereotypes-in Indian homes
MUMBAI: Mops may not start revolutions, but sometimes a detergent commercial can. Figo India Pvt. Ltd. has aired its first-ever television campaign, and it’s not just talking about stubborn stains—it’s stirring up conversations about modern households, equal responsibility, and cleaning with purpose.
The campaign spotlights two of the company’s flagship products—Figo Premium Detergent and Figo Dishwashing Liquid Gel. Through warm, slice-of-life visuals and rhythmic storytelling, the ad films aim to portray contemporary Indian homes where wiping spills and washing dishes are no longer gendered duties but gestures of care, collaboration and intention.
“This campaign marks a new chapter for modern Indian households where cleaning is no longer a chore assigned by gender, but an act of shared love and care. With Figo Dishwashing Liquid Gel, we’re not just cleaning plates, we are challenging mindsets and celebrating equality at home. Ab Figo ke saath, ‘Ek Nayi Shuruaat Karega India’”, said Figo India Pvt. Ltd senior associate director O P Khanduja.
The detergent ad leans into emotional chaos—paint stains, pasta spills, and pillow fights—as metaphors for joy, anchored by the brand’s punchline: “Daagon ko boliye Go!” The brand positions itself as a facilitator of memory-making, not just mess-removing.
A proudly Indian brand, Figo operates across home care, personal care and fabric care categories, built on its signature Triple ‘S’ formula—Self to Surroundings Sanitisation. The brand merges safety, affordability and performance while reimagining the meaning of domestic luxury.
To amplify its messaging, Figo has roped in The Crayons Network as its media agency. “We are glad to partner with Figo, an emerging brand that blends performance with purpose. Their commitment to redefining home care aligns perfectly with our vision, and we look forward to making Figo a household name across India”, said The Crayons Network ED Ranjan Bargotra.
The Crayons Network VP – Mumbai Rohit Thakkar added, “We are excited to be on board with Figo at such a pivotal time. Through a sharp and strategic media approach, we aim to drive awareness, spark trials, and ultimately earn Figo a trusted place in every Indian household”.
The campaign is now live across leading national TV networks and is expected to reach millions of viewers over the coming weeks.
Rooted in its ethos of ‘Rooted in India, Reaching the World’, Figo is looking beyond selling products—it’s pitching a cultural upgrade to how Indian homes clean, connect and co-exist.
AD Agencies
Prakash Nair reportedly quits Ogilvy after 23 years
One of the agency’s longest-serving leaders has moved on, with his next destination still unknown
MUMBAI: After more than two decades at one address, Prakash Nair has left the building. The president and head of office, north at Ogilvy has moved on from the agency, according to highly placed industry sources. His next move remains unknown. Ogilvy did not respond to requests for comment.
Nair spent over 23 years at the agency, making him one of its longest-serving senior figures. He was elevated to lead the Gurugram office in April 2022, a role that put him at the helm of Ogilvy’s northern operations at a time of considerable churn across the advertising industry.
Before taking charge in the capital, Nair served as associate president at Ogilvy Mumbai, where he worked on some of the agency’s most prized accounts, including Mondelez, Tata Motors, and BP Castrol. Over the years, he built a reputation for driving modern, integrated, and award-winning work, the kind that wins metals at Cannes and keeps clients from straying.
His departure was marked in style. A farewell gathering was held in Delhi, attended by senior figures from across the advertising fraternity, a signal of the regard in which Nair is held in an industry that does not always pause to say goodbye properly.
Where he goes next is the question the industry is now asking. After 23 years at one of the world’s most storied agencies, the answer, when it comes, will be worth watching.
