Ad Campaigns
Ghadi detergent launches new campaign for Diwali
MUMBAI: Ghadi has always believed in provoking its consumers to be more socially conscious and aware.
Its campaign, #SaareMaelDhoDaalo has become synonymous with cleaning which goes beyond clothes. The campaign has not only made its way into the hearts of people, but the efforts towards initiating a social change also resulted in the campaign winning the Effie Awards 2017 amongst many others.
In the past 2 years, Ghadi identified 3 key festivals of India and decided to propagate its philosophy of #SaareMaelDhoDaalo. It urged people to cleanse their minds of this deep-seated filth. Every single time, it identified and addressed a new notion of the mind and showed a mirror to the society.
Continuing with the idea, the new campaign around Diwali tackles another kind of ‘mael’. This time, Ghadi urges its consumers to give each profession its due respect and not to belittle people for what they do.
The TVC takes place inside every proverbial Indian household, where the domestic help is taken for granted. Their efforts and sacrifices go unnoticed. Often, their work is considered as “menial”. The TVC advocates the cleansing of this ‘mael’ through the story of a teenager. We see him constantly admonishing the maid’s efforts, until his mother asks him to step into her shoes. The lesson he learns is a lesson for us all. The campaign requests us to realise that no work is small. It urges people to realise the worth of every work that comes their way and understand the importance of people in their lives.
ADK Fortune National Creative Director Akashneel Dasgupta says, “In continuation with our campaign, this is yet another aspect that we are trying to address. To restore dignity of work, whatever be the nature of it. This, we hope, will further strengthen Ghadi’s cleansing credentials in the minds of people.”
The film has been conceptualised by ADK Fortune and executed by Full Circle Films.
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.
