Weekend Watch: Ghadi

Continuing with its theme of #saaremaeldhodaalo (wash away all dirt) that was first launched around the festival of Holi, Ghadi detergent in its new campaign around Eid tackles another kind of ‘mael’ or ‘ills’ in our minds.

 

The insight that the brand has tapped into is that due to small misunderstandings, we lose out on certain people, who might be dear to us. Call it an ego, or a general reluctance to apologise, it complicates things and important relationships go missing from our lives forever. The sense of guilt and loss stays on our minds and over time we realise our mistake. This Eid, the brand urges people to make a new beginning by erasing the past and summoning the courage to just apologise, because some people are too precious to lose. It does not take much to say a ‘sorry’.