Ghadi Detergent is putting its latest product claims to the test in a new campaign featuring Madhuri Dixit, as the RSPL Group-owned brand introduces a reworked formulation and refreshed packaging.
‘Vishwas Ki Pariksha’, the campaign builds on Ghadi’s long-running trust proposition, ‘Pehle Istemal Karein, Phir Vishwas Karein.’ Instead of simply talking about the product, the campaign puts the new Ghadi through a series of tests around cleaning performance.
The campaign film focuses on three product changes: 2X Foam Technology, a super powder formulation and faster dissolution. Ghadi says the formulation is designed to produce more lather, penetrate fabric fibres more effectively and dissolve quickly in water.
Madhuri Dixit features in the film as Ghadi’s brand ambassador, with the actor becoming part of the brand’s attempt to demonstrate rather than just claim the performance of its upgraded detergent.
The campaign also introduces new Ghadi packaging, which is rolling out across retail outlets and trade channels. The brand says it re-engineered the product with changing laundry habits across urban and semi-urban India in mind.
Ghadi is continuing with its value-led positioning through its existing price-pack architecture, while the new campaign puts greater emphasis on the product experience. The central idea is simple: if consumers already trust the brand, the new product has to prove it can live up to that trust.
Watch the campaign
Speaking on the launch, Rahul Gyanchandani, Joint Managing Director, RSPL Group, said, At Ghadi, we believe that innovation must translate into a tangible improvement in the everyday consumer experience. ‘Vishwas Ki Pariksha’ brings this philosophy to life as we introduce our best-ever formulation for one of India’s most loved brands a brand made in India, for India, and built over decades on the trust of millions of consumers.”
He further added, “With this new formulation, we are combining enhanced performance with the quality consumers expect from Ghadi, while continuing to offer it at value-for-money pricing. Category leadership is about continuously improving, living up to the trust consumers place in us, and ensuring that better products remain well within their reach.”
