Mumbai: RSPL Group’s Ghadi Rapid Wash has unveiled a new campaign film to build awareness around its liquid detergent designed specifically for bucket washing. The campaign follows the recent launch of Ghadi Rapid Wash and aims to encourage Indian households to adopt a modern laundry solution suited to their everyday washing routines.
The film traces the evolution of laundry practices in Indian homes, beginning with a nostalgic black-and-white portrayal of traditional bucket washing before transitioning into a vibrant colour-led narrative. The shift represents a more convenient and effortless approach to everyday laundry with Ghadi Rapid Wash.
Built around the brand promise ‘Reshe Reshe Mein Jaata, Dhulai Farrata’, the campaign highlights the product’s cleaning performance and its positioning as a liquid detergent tailored to the bucket-washing habits of Indian households.
Ghadi Rapid Wash combines Ghadi’s established cleaning proposition with the convenience of a liquid detergent. Powered by Rapid Release Technology, the product is designed to dissolve quickly in water, reach fabric fibres and help remove tough stains with less scrubbing.
The product has been developed specifically for bucket washing and is priced at ₹85 for 900ml, positioning it as an accessible laundry solution for Indian households.
Commenting on the campaign, Anuj Goyal, Senior Vice President – Sales, Marketing and Distribution, Soaps and Detergent (S&D) Business, RSPL Group, said, “The launch of Ghadi Rapid Wash marked an important step in our journey to redefine bucket washing for Indian households. With this campaign, we are bringing that promise to life by showcasing a simpler and a more practical way to do laundry. Our film reflects the evolving needs of today’s consumers while reinforcing our commitment to making modern and effective laundry solutions accessible to every household.”
The campaign continues Ghadi’s efforts to evolve its communication around changing consumer needs while retaining its established brand proposition. The brand’s long-standing promise ‘Pehle Istemaal Karein, Phir Vishwas Karein’ continues to underpin its positioning as a trusted laundry brand among Indian families.
Through Ghadi Rapid Wash, RSPL Group is seeking to modernise the bucket-washing experience by combining the familiarity of Ghadi with a liquid detergent format designed for convenience and effective cleaning.
