Ghadi Detergent packets dons mask to promote social distancing

To support and promote the new packaging initiative, Ghadi Detergent has launched a digital campaign film with a father-daughter duo.

To encourage health and safety amidst the COVID-19 pandemic, RSPL Group, manufacturers, and marketers of Ghadi Detergent have unveiled the brand's #BachaavMeinHiSamajhdaariHai campaign. The awareness initiative includes a mask that has been added to the logo on the packaging, reminding consumers about the importance of wearing a face mask and being responsible and committed towards public safety.

In addition to the messaging on the pack, Ghadi detergent is also activating their network of distribution channels, simultaneously asking their retail partners to join the movement to spread the message. To promote the campaign, a digital film has also been launched. It features a little girl, her father and a shopkeeper.

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Speaking about the campaign, Rahul Gyanchandani, Joint Managing Director of RSPL Group said, “These are challenging times for each one of us. During this tough period, we need to stay and fight this challenge together. Everyone should take care of our near and dear ones and do our bit for society. Under this initiative, we are also distributing one million masks. Ghadi detergent reaches millions of homes across India and we decided to do our bit to spread this important message.”

Nakul Sharma, VP and ECD, ADK Fortune said, “For us, this initiative is not limited to just a message. Thus, we wanted to put a mast on the Ghadi itself and reach it to every household. So, we dressed Ghadi with a mask to take this idea to the common people. This mask message film has already notched 65 million views during the initial few days only, which is very encouraging and is proof that this campaign is having an emotional impact and accelerating change.”