~ RSPL Group’s Ghadi detergent rolls out ‘Vishwas Ki Pariksha’ with Madhuri Dixit — a trust test for its best-ever formulation and upgraded pack ~
Mumbai, October 2026: RSPL Group has launched Ghadi detergent’s new campaign, ‘Vishwas Ki Pariksha’, with Bollywood star Madhuri Dixit as brand ambassador. Built on the line “Vishwas ki khaas baat yeh hai ki, uspar humesha khara utarna padta hai” — trust only holds if you keep living up to it — the film puts Ghadi’s re-engineered, best-ever formulation through visible product tests for urban and semi-urban laundry habits.
The film walks the All-New Ghadi pack through superfine powder, quick dissolution, richer lather and superior whiteness, while retaining the brand’s iconic ask: “Pehle Istemal Karein, Phir Vishwas Karein.” Three differentiators lead the pitch — 2X Foam Technology for hand and bucket washes, Super Powder Formulation for deeper fibre penetration, and Easy Dissolution for faster solubility — backed by Ghadi’s value-led Price Pack Architecture.
Rahul Gyanchandani, Joint Managing Director, RSPL Group, said: “At Ghadi, we believe that innovation must translate into a tangible improvement in the everyday consumer experience. ‘Vishwas Ki Pariksha’ brings this philosophy to life as we introduce our best-ever formulation for one of India’s most loved brands — a brand made in India, for India, and built over decades on the trust of millions of consumers. With this new formulation, we are combining enhanced performance with the quality consumers expect from Ghadi, while continuing to offer it at value-for-money pricing. Category leadership is about continuously improving, living up to the trust consumers place in us, and ensuring that better products remain well within their reach.”
The campaign film and upgraded packaging began rolling out across retail and trade channels nationwide from 30 September 2026.
Marketing take: Ghadi isn’t selling a new slogan — it’s stress-testing an old promise. By casting Madhuri Dixit as the face of a product trial and keeping “Pehle Istemal Karein…” centre-stage, the brand turns celebrity equity into proof-of-performance theatre for a mass detergent that still has to win on foam, dissolve and price.
