4 days ago
- Entertainment
- Time of India
Safed looks at the brighter side of white in Independence Day ad
Shantinath Detergents
has released a new campaign film, "Safed," for
Indian Independence
Day. The campaign, which launched on August 12, 2025, centers on the color white and its historical significance in India.
The film, a minute and 45 seconds long, is set in a family home where a young boy is preparing for his school's fancy dress competition. His parents initially suggest he dress as a modern-day hero. However, his grandfather intervenes, offering a white cloth and explaining its historical importance. The grandfather describes how the color white, or "Safed" in Hindi, has been a symbol of truth, peace, and unity throughout the country's history. He says the color was a central element in India's struggle for independence, but that its deeper meaning has been largely forgotten.
In the film, the grandfather's monologue links the idea of a "pure heart" to the color white. The campaign concludes with the tagline, "Jab Dil Mein Ho Safed, To Saare Jahan Se Achha Desh," which translates to "When the heart is pure, the country is the best in the world."
Ritum Jain, a director at Shantinath Detergents Private Limited, stated that the campaign aims to connect the brand with the values of purity and truth. Jain said, "We wanted to remind people that the true spirit of freedom lives in keeping our hearts as pure as the Safed we wear."
The campaign's message links the brand's detergent, known for its cleaning properties, with a national sentiment of maintaining a clean conscience.
Watch the film here on ETBrandEquity:
