Campaign India Team
Dec 10, 2020

Ghadi wears a mask to send a 'prevention is better than cure' message

Watch the film conceptualised by ADK Fortune Communications

Ghadi has released a film that aims to serve as a reminder for people to  remember to wear a mask every time they step out. 

Conceptualised by ADK Fortune Communications, the film shows how Ghadi has added a mask to its detergent pack. It shows a young girl in a shop along with her father at a supermarket. Along with the man at the counter, the girl makes her father realise that the best way to show you care during the pandemic is by wearing a mask.
Rahul Gyanchandani, joint MD, RSPL, said, “As a category leader, Ghadi has always believed in making a positive impact. In these troubled times, using our pack and then extending the campaign to other mediums seemed like the best way to bring about a change in behaviour and further build upon our connect with our massive consumer base.”

Nakul Sharma, VP and ECD, ADK Fortune Communications, said, “It started as a small idea; a unique way of connecting with the consumer. But with the client backing it fully, this initiative by Ghadi is now actually impacting people and their thinking. For Ghadi, this is just the beginning. We truly want our mask-wearing initiative to become the starting point of a mass movement.”


Client: RSPL
Brand: Ghadi Detergent
Joint managing director: Rahul Gyanchandani
Brand team: Arif Husain, Ashish Makhija, Geet Kiran, Varun Chauhan, Vaibhav Rai
Agency: ADK Fortune Communications
Managing partner: Subroto Pradhan
Planning lead: Atishi Pradhan
ECDs: Nakul Sharma and Tirtha Ghosh
Creative team: Rajanish Jain, Ravi Shankar Mishra, Abhishek Sharma and MD Ershad
Account management: Ambar Sharan Lal, Akhil Nijhawan, Priyanka Surkali
Production House: Apocalypso Filmworks 
Director: Pradeep Sarkar
Music director: Ronit Sarkar
Producer: Panchali Sarkar, Mrittika Mukherjee



Campaign India