Ghadi Detergent gives vaccine-hesitant consumers a glimpse of hope

Watch the film conceptualised by ADK Fortune Communications here

Aug 18, 2021 04:20:00 AM | Video | Campaign India Team

Ghadi Detergent has rolled out a film – #TeekaUmeedKa – to encourage people who are hesitant and misinformed about the vaccine to go and get their shots. Conceptualised by ADK Fortune Communications, the film aims to tackle rumours and fake news that result in vaccine hesitancy.
Rahul Gyanchandani, joint managing director, RSPL, said, “Ghadi, being the leader brand in its category, has always taken a lead in issues concerning social change. The pandemic is a challenge like no other for each one of us. And with this campaign, our attempt is to convince people that vaccination is the only way to a brighter future.”
Added Nakul Sharma, VP and ECD, ADK Fortune Communications, “The idea was to craft a hard-hitting and non-preachy message. We are overjoyed by the initial response and hope that this initiative by Ghadi detergent motivates people to go for their #TeekaUmeedKa.”
Client: RSPL
Brand: Ghadi Detergent
Joint managing director: Rahul Gyanchandani
Brand team: Arif Husain, Ashish Makhija, Varun Chauhan, Vaibhav Rai
Agency: ADK Fortune Communications
Managing partner: Subroto Pradhan
Planning lead: Atishi Pradhan
Executive creative directors: Nakul Sharma, Tirtha Ghosh
Creative team: Rajanish Jain, Ravi Shankar Mishra, Aakash Mishra, MD Ershad, Manish Kumar Sahoo
Account management: Akhil Nijhawan, Priyanka Surkali
Production house: Apocalypso Filmworks
Director: Pradeep Sarkar
Music director: Ronit Sarkar
Producer and editor: Mrittika Mukherjee
Post producer: Sapna Thaker