Safed Detergent from Shantinath Detergents marks this Independence Day with a campaign film that revives the forgotten purity and symbolism of Safed. Released on August 12, 2025, the film takes viewers back to a time when Safed was more than a fabric colour.
In a middle-class home, a child asks what to wear for his school’s fancy dress competition. While his parents suggest modern heroes, his grandfather steps in with a simple white chadar and a reminder of what Safed once stood for.
He recalls how Safed bowed an empire, won us freedom, became a symbol of peace, and showed the path of truth. But somewhere along the way, we forgot the Safed in our hearts.
The campaign closes with the message - Jab Dil Mein Ho Safed, To Saare Jahan Se Achha Desh.
“With this campaign, we wanted to remind people that the true spirit of freedom lives in keeping our hearts as pure as the Safed we wear,” says Ritum Jain, Director at Shantinath Detergents. “Just as Safed keeps clothes spotless, we must keep our nation’s conscience unstained.”