Ghadi, RSPL Group’s homegrown detergent brand, has rolled out a new campaign film that turns routine laundry into a reflection of everyday Indian life. Titled Anokhe Desh ke Anokhe Mael, the film builds its narrative around a simple yet powerful idea: stains are not accidents, but natural outcomes of how people live, work, travel and celebrate across the country.
The film journeys through recognisable Indian settings-children playing in open grounds, commuters packed into local trains, workers on factory floors, and families immersed in festive moments. Instead of focusing on idealized visuals, the camera lingers on clothes marked by dust, sweat, spills and wear. These stains become visual cues that connect daily habits, occupations and environments, portraying laundry as a shared experience shaped by real life.
By using garments as the storytelling device, the campaign highlights India’s diversity across regions and social contexts, while also emphasising a common domestic reality. Each stain reflects a lived moment, reinforcing the idea that clothing carries the imprint of everyday experiences rather than isolated messes to be erased.
The film concludes with a symbolic visual of multiple garments coming together in a single bucket, suggesting unity within diversity. Different lives, routines and stories converge through the universal ritual of washing clothes.
Commenting on the campaign, Rahul Gyanchandani, joint managing director, RSPL Group, said the film reflects Ghadi’s belief in understanding stains not just as marks on fabric, but as traces of real lives. He added that the narrative mirrors RSPL’s long-standing journey with India, celebrating its cultural, linguistic and geographic richness.
With this campaign, Ghadi continues its consistent positioning of laundry as an integral part of everyday Indian life, grounded in authenticity rather than aspiration.
