Colloquial, an independent creative agency, has launched Beco’s latest campaign, asking consumers to look beyond cleaning performance and pay closer attention to the ingredients in everyday home cleaning products.
The campaign is built around a simple observation: many homecare purchases are driven by habit. Consumers tend to choose familiar products based on how well they clean, while questions around what goes into their formulations often receive less attention.
Beco’s campaign attempts to shift that conversation towards product formulation and safety. Instead of focusing only on removing stains, grease and dirt, the campaign asks consumers to consider what else they may be bringing into their homes through everyday cleaning products.
The campaign includes two films that directly compare Beco products with established brands in the category. One film focuses on Beco’s Laundry Detergent and references Surf Excel, while the other features Beco’s Dishwashing Liquid alongside Vim Liquid.
Both films highlight ingredients such as Linear Alkylbenzene Sulfonate (LAS) and Benzisothiazolinone (BIT). The campaign cites laboratory studies linking these ingredients to skin and eye irritation, while positioning Beco’s products as toxin-free alternatives.
The comparison continues through a series of key visuals, which bring information about product formulations into the centre of the creative. Rather than presenting cleanliness as the only measure of a homecare product, the campaign encourages consumers to consider the ingredients in the products they regularly handle and use at home.
The campaign takes a fact-led approach, using product comparisons and scientific references to question a category convention that has traditionally placed cleaning performance at the centre of communication.
Watch the campaign
Ishita Misra and Pradyot Mokashi, Co-Founders, Colloquial, said, “Who doesn’t like a good brand war? Especially when it’s a David taking on a Goliath. We just made sure that our David came with sass, without being crass.”
Aditya Ruia, Co-founder, BECO, said, “For decades, we have been taught to associate ‘clean’ with fragrance, foam and powerful advertising claims, without ever being encouraged to question what lies beneath the surface.” He added that through the #WarOnWhatsHidden campaign, Beco aims to promote transparency and awareness and encourage consumers to make more informed choices.
