Independent creative agency Colloquial has conceptualised Beco’s latest campaign, ‘#WarOnWhatsHidden’, challenging conventional home-cleaning habits by shifting attention from cleaning performance to the ingredients used in everyday homecare products.
The campaign is built around the observation that homecare purchases are often driven by familiarity and habit, with cleaning power traditionally taking centre stage in category communication. Beco’s campaign instead encourages consumers to look more closely at product formulations and consider the ingredients they bring into their homes.
The campaign features two films that use direct comparisons between Beco’s products and leading 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. The films highlight ingredients including Linear Alkylbenzene Sulfonate (LAS) and Benzisothiazolinone (BIT), citing laboratory studies in the campaign’s communication, and position Beco’s products as toxin-free alternatives.
The campaign also includes a series of key visuals that continue the direct-comparison approach, bringing scientific references and product information into the creative to encourage consumers to examine what goes into everyday homecare products.
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 #WarOnWhatsHidden, Beco aims to promote transparency and awareness and encourage consumers to make more informed choices.
The campaign takes a direct, fact-led approach to the homecare category, using comparisons and scientific references to question established cleaning habits and bring greater attention to product formulation.
