RSPL Group has launched a new campaign for Ghadi Detergent, ‘Vishwas Ki Pariksha’, alongside an upgraded formulation and packaging. The campaign features actor Madhuri Dixit as the brand ambassador.
The campaign is built around the proposition, “Vishwas ki khaas baat yeh hai ki, uspar humesha khara utarna padta hai”, and continues Ghadi’s existing brand proposition, “Pehle Istemal Karein, Phir Vishwas Karein”.
The campaign film puts the new Ghadi formulation through a series of product tests, highlighting its powder texture, dissolution, lather and cleaning performance. The upgraded product is being rolled out across retail outlets and trade channels nationwide.
The new formulation brings three product changes to the portfolio. These include 2X Foam Technology, designed to generate double the lather for hand and bucket washes; a Super Powder Formulation, with a refined texture intended to penetrate fabric fibres and tackle stubborn grime; and Easy Dissolution, aimed at faster solubility in water.
The campaign also marks the latest update to Ghadi’s product proposition, while the brand continues to use its price-pack architecture to compete on value and performance.
Commenting 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. 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.”
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