Daijiworld Media Network - New Delhi

New Delhi, Sep 30: RSPL Group has announced the launch of Ghadi detergent's new campaign, ‘Vishwas Ki Pariksha’, featuring Bollywood actor Madhuri Dixit as the brand ambassador.

Built around the message, “Vishwas ki khaas baat yeh hai ki, uspar hamesha khara utarna padta hai”, the campaign highlights Ghadi's focus on improving its product experience for consumers across Indian households.

The campaign features a re-engineered formulation aimed at addressing evolving laundry habits in urban and semi-urban India. The campaign film showcases the new Ghadi pack through a series of product performance tests, highlighting its superfine powder, quick dissolution, richer lather and whiteness.

The campaign combines the brand's long-standing consumer proposition, “Pehle Istemal Karein, Phir Vishwas Karein”, with Madhuri Dixit's association with the brand, inviting consumers to experience the product before forming their own opinion.

The new formulation highlights three key features — 2X Foam Technology, Super Powder Formulation and Easy Dissolution. According to the company, the 2X Foam Technology is designed to generate double the lather for improved dirt and stain removal during hand and bucket washes.

The Super Powder Formulation is designed with a refined texture to help the detergent penetrate fabric fibres and tackle stubborn grime, while the Easy Dissolution feature enables the powder to dissolve quickly in water for cleaning performance.

Ghadi detergent continues to use a value-led pricing and pack strategy, with the company stating that its performance proposition is aimed at encouraging consumer trial and retaining its position in the detergent category.