NEW DELHI: What is the simplest thing anyone can do to protect themselves and their loved ones from the pandemic that is raging across the country and the world? The answer lies in remembering to wear a mask every time we step out. Yet, this simple message has either not reached everybody or is simply being ignored or forgotten.

Ghadi detergent has decided not just to reach out and remind millions but walk the talk themselves.

In an initiative conceptualised and executed by ADK Fortune Communications, a WPP company and part of Wunderman Thompson South Asia Group, the most powerful and effective medium was used to drive this message home – the Ghadi detergent pack. The pack reaches millions of Indian households, even in areas where the reach of TV and other mass media is extremely limited. So, to spread awareness and reach the maximum number of households, the Ghadi pack was utilised.

Ghadi covered its logo (the very face of the brand) across its entire range of detergents, with a printed mask to remind and inspire people to wear a mask. And emblazoned on every pack is the message: Bachaav Mein Hi Samajhdaari Hain (It makes sense to save yourself), to underline the importance of putting on masks to check the spread of the Coronavirus.

To further scale up this message, Ghadi supported this initiative with a digital film directed by Pradeep Sarkar. It shows a young girl in a shop who makes her father realise that the best way to show you care is by wearing a mask – just like the pack itself. Produced by Apocalypso Filmworks Pvt Ltd, the film will be released across India in five regional languages with a full-blown PR and social media campaign.

RSPL joint MD Rahul Gyanchandani said, “As a category leader, Ghadi has always believed in making a positive impact. In these troubled times, using our pack and then extending the campaign to other mediums seemed like the best way to bring about a change in behaviour and further build upon our connection with our massive consumer base.”

ADK Fortune Communications VP & ECD Nakul Sharma commented, “It started as a small idea; a unique way of connecting with the consumer. But with the client backing it fully, this initiative by Ghadi is now actually impacting people and their thinking. For Ghadi, this is just the beginning. We truly want our mask-wearing initiative to become the starting point of a mass movement.”

In the coming days, Ghadi plans to distribute 10 lakh masks across India for free.