Ghadi: A Masterclass in Redesigning Iconic Brands
In the fiercely competitive Indian detergent market, Ghadi has cemented its position as an iconic brand with its memorable tagline "Pehle istemal kare, phir vishwas kare" (First try it, then believe it). The brand has maintained a strong presence across generations, with its jingle becoming a household tune. In fact, there is a 99% chance you hummed the tagline as you read it. However, as the brand nods to the past, it also wants to move relentlessly forward.
When Ghadi approached NH1, the agency behind the rebrand, it wanted to expand its reach to new geographies and increase penetration in existing ones. According to NH1, “To achieve this, the brand needed to create an identity that resonated with its multilingual target audience and fostered strong connections through regional languages.”