Clean Strat­egy

Surf Ex­cel has been say­ing ‘Daag Ac­che Hain’ for long. Now Ghadi Detergent takes a stance around ‘Mann ka mael’.

The Brand Reporter - - FRONT PAGE - By Sankalp Dik­shit sankalp.dik­

The stance against dirt gets a new player.

What comes to mind when you hear of ‘Ghadi Detergent’? Most likely you’ll re­mem­ber the brand’s jin­gle, ‘Pehle is­temaal karein fir vish­waas karein...’ How­ever, the brand has now moved away from its early advertising days and has turned a new leaf in its re­cently launched ad cam­paign ‘#SaareMaelDhoDaalo’.

Un­der this um­brella theme, RSPL’s laun­dry detergent brand, Ghadi Detergent, has re­leased its lat­est ‘Di­wali’ ad that aims to shat­ter stereo­types. The brand has al­ready re­leased two ad films in ‘#SaareMaelDhoDaalo’ ear­lier this year on the oc­ca­sion of Holi and Eid. All these films have been crafted and con­cep­tu­alised by ADK For­tune.

In the past, Ghadi Detergent used to come up with ads that fo­cussed solely on de­scrib­ing the func­tional ben­e­fits of the prod­uct. How­ever, the newer ads are pur­pose driven. So, when and why did this tran­si­tion take place? Ashish Makhija, brand man­ager, Ghadi Detergent, says, “Ghadi, as a brand, was known to have a very hum­ble and sin­cere tone of com­mu­ni­ca­tion. It is through this that we could earn the trust of mil­lions of con­sumers. In 2015, our as­so­ci­a­tion with the ‘Swac­chh Bharat Mis­sion’ led to us do­ing a lot of ground­work which was ap­pre­ci­ated by ev­ery­one. That’s when we re­alised we could con­nect with our con­sumers a lot more by giv­ing out a more mean­ing­ful mes­sage. Hav­ing said that, we have not moved away from the func­tional plat­form, in­stead, both ‘Saare Mael Dho Daalo’ and our core plat­form of ‘Pehle Is­temaal Karein Fir Vish­waas Karein’ will go hand in hand.”

Speak­ing on the same, Akash­neel Das­gupta, se­nior vice-pres­i­dent and ex­ec­u­tive cre­ative di­rec­tor, ADK For­tune, adds, “...un­til and un­less you have some­thing dra­matic to say about the prod­uct there is no point talk­ing about it. De­spite hav­ing very high sales, Ghadi (Detergent) al­ways lacked that pride of own­er­ship. We wanted to el­e­vate the brand from be­ing looked at as a very lo­cal In­dian brand to a brand that peo­ple can proudly own. We have now seen a shift in terms of the brand eq­uity scores of per­cep­tion through this cam­paign.”

In the past, brands such as Surf Ex­cel have al­ready el­e­vated the con­cept of dirt to a higher level. Even though both Surf Ex­cel and Ghadi Detergent are not iden­ti­cal, they still oper­ate in the same space. So, how does the new Ghadi ad dif­fer­en­ti­ate it­self when this con­cept has al­ready been used by Surf Ex­cel as its advertising short­hand? Das­gupta ex­plains, “I beg to dif­fer! All the sto­ries that we have told (Holi, Eid and Di­wali ads) are very per­sonal sto­ries. For me, Surf (Ex­cel) is not a so­cial cam­paign, it is a for­mula. They have an in­ter­na­tional for­mat which is com­ing out of South Amer­ica and has been adapted in In­dia as ‘Daag ache hai’. Surf (Ex­cel) al­ways tells its sto­ries through kids where there is al­ways an an­gle of ‘do good’ in­volved. In our case, we are not say­ing to do any good. We are not preach­ing to the world to do good acts.”

Echo­ing sim­i­lar sen­ti­ments, Makhija says, “Ghadi (Detergent) has sim­ply iden­ti­fied so­cial ills that we are all sur­rounded by, but some­how avoid dis­cussing them in pub­lic. It all be­gan with a small idea where we were try­ing to tackle one such ill of women ha­rass­ment and that’s when “Saare Mael Dho Daalo” came out as an in­ter­est­ing way to in­te­grate with the brand. Fol­low­ing that, the Eid film was about say­ing sorry and not let­ting egos come be­tween re­la­tion­ships. Our lat­est take is on stereo­typ­ing peo­ple based on their ap­pear­ances. Why else would you be scared of a cop who is ac­tu­ally there to pro­tect you?”

Com­ing to the more in­ter­est­ing dope, we man­aged to sneak some trivia out from the be­hind-thescenes-ac­tion. “For the Di­wali ad, we had ear­marked one guy for the role of the po­lice in­spec­tor. The cop in this ad is the guy who played a cor­rupt politi­cian in the movie ‘Masaan’ and peo­ple re­mem­bered it. Most of the roles that he has done are of cor­rupt cops. We hunted him down, made him agree to do an ad in or­der to give view­ers that sense of dread when they see him for the first time and feel that he could be cor­rupt any­way!” in­forms Das­gupta. In­ter­est­ingly, Das­gupta also told afaqs! Re­porter that the girl in the Holi ad was a PR girl from Dentsu In­dia!


An­keet Guha, cre­ative head, Mad About Dig­i­tal, a Ben­galuru based dig­i­tal agency, tells afaqs! Re­porter that de­spite the fact that all Di­wali ads look the same, this one will work be­cause of the “re­al­is­tic per­for­mances”. He elab­o­rates, “While the emo­tional ad isn’t ex­actly clut­ter break­ing, it does high­light a very real prej­u­dice that ex­ists to­day against po­lice of­fi­cials. I like the fact that the ad sticks to the core idea of the cam­paign rather than push­ing us to con­sume the prod­uct, which would have wa­tered down the emo­tional con­nect.”

Amyn Gha­di­ali, group di­rec­tor, brand com­mu­ni­ca­tions, Go­zoop, tells us that the ad ini­tially felt like an OLX ad. “I be­lieve a ma­jor­ity of peo­ple might feel the same. It is def­i­nitely not ad­vis­able for any brand to be mis­taken for another and hence, while script­ing, it is im­per­a­tive that each in­stance is pared-down to the first re­call it cre­ates,” shares Gha­di­ali. ■

The brand has re­cently launched an ad cam­paign ‘#SaareMaelDhoDaalo’.

“We wanted to el­e­vate the brand from be­ing looked at as a very lo­cal In­dian brand to a brand that peo­ple can proudly own.”


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