MUMBAI: India launched the world’s largest Covid-19 vaccination programme on 16 January 2021, to protect its eligible adult population. But misguided hesitancy and misinformation about vaccines continues to pose a substantial threat to the spread of the pandemic. Ghadi decided to do its bit, as a responsible national brand, to tackle these rumours and fake news through a hard-hitting film  that delivers the message simply and effectively.

'Teeka Umeed Ka’ (A vaccine of hope ) is a clarion call from the detergent brand that proves vaccines not only offer a way out of the pandemic, but they are a ray of hope for all of us in these tough times. The challenge was to stay relevant and sound as true as possible because the aim was not just to spread awareness but to encourage people to overcome vaccine hesitancy and get inoculated, said the brand.

The film was directed by Pradeep Sarkar, and scripted and executed by ADK-Fortune Communications, a WPP company and part of Wunderman Thompson South Asia Group.

Speaking about the initiative, RSPL joint managing director, Rahul Gyanchandani said, “Ghadi being the leader brand in its category has always taken a lead in issues concerning social change. The pandemic is a challenge like no other for each one of us. And with this campaign, our attempt is to convince people that vaccination is the only way to a brighter future.”

Elaborating on how the campaign has fared, ADK-Fortune Communications VP and ECD Nakul Sharma, commented, “The idea was to craft a hard-hitting and non-preachy message. We are overjoyed by the initial response and hope that this initiative by Ghadi detergent motivates people to go for their TeekaUmeedKa.”