Holi is a Hindu spring festival celebrated in India and Nepal, also known as the "festival of colours" or the "festival of love". Holi signifies the victory of good over evil, the arrival of spring, end of winter, and for many a festive day to meet others, play and laugh, forget and forgive, and repair broken relationships.
A celebration of the triumph of good over evil, Holi is one of the most popular ones in India, but has begun becoming a pain for the women in India. There’s a phrase called “Bura na mano holi hai”, which is often accompanied with inappropriate touching of women.
Recently, Ghadi (one of India’s largest selling detergent brands) came out with a new social uplifting campaign conceptualised by ADK Fortune. The campaign has been timed around Holi to take the idea forward and plays around the phrase ‘Bura na mano Holi hai’. Conceptualised by ADK Fortune, the campaign interestingly plays around the phrase ‘Bura na mano Holi hai’ and asks women to stand up against miscreants who try to take advantage of the festival
Holi is a beautiful festival but somehow women are wary of stepping out as they are vulnerable to being touched without their consent. Miscreants take advantage of this day and believe they have a license to touch a woman under the garb of ‘bura na mano holi hai’.
The television commercial highlights this aspect in a very realistic and relatable fashion. Every woman would see herself in the situation of the protagonist. The brand urges all women to not hold back and stand up and resist somebody who tries to apply colour on her without her consent. The television commercial is to be supported by digital, outdoor and print mediums.
It’s the first time a detergent brand has spoken about cleansing beyond clothes, and Ghadi totally nails the messaging. It’s about time that everyone enjoys the festival in it’s true spirit. After all, Holi hai!
Ghadi Ad Stats
The Ghadi Holi ad has so generated over 5 million views on YouTube and has been one of the most talked about ads in India during Holi.