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Tag: Ritum Jain

  • Safed’s festive film cleans hearts with a mother’s touch of compassion

    Safed’s festive film cleans hearts with a mother’s touch of compassion

    MUMBAI: This festive season, Safed Detergent isn’t just scrubbing away stains, it’s polishing hearts. With its new campaign, the brand captures the magic of motherhood, the quiet strength, boundless care, and that nurturing instinct to spread joy where it’s needed most.

    Built around the thought “Kuch daag hatate hai, kuch bhed mitate hai. Is tyohar chalo milkar khushiyan phailate hai,” the campaign reminds us that while stains may fade, what truly lasts is compassion and inclusivity.

    At the centre of the film is a mother, not just defined by her bond with her own child but by her instinctive kindness towards everyone around her. Amid the festive buzz of Durga Puja, Navratri, Diwali, Bhai Dooj, and Chhath Puja, she notices the small details others might overlook. In one poignant moment, while shopping for her son, she spots a boy serving tea at the store. In a gesture both simple and profound, she gifts him a kurta ensuring that he, too, feels the joy of the season.

    This act of empathy becomes the film’s heartbeat, symbolising how a mother’s care transcends her home and embraces society at large. Festivals, after all, aren’t only about new clothes and bright lights, but about making sure no one is left out of the celebration.

    Explaining the brand’s vision, Shantinath Detergents Pvt. Ltd. director Ritum Jain said: “With this campaign, we want to honour the spirit of motherhood, the compassion, support, and generosity that defines it. Safed’s heart is motherhood, and this festive season, we are celebrating how a mother’s pure heart spreads joy not only within her home but also across society.”

    Conceptualised and executed by Hatchlings Co., the campaign stays true to Safed’s enduring promise: the brand’s essence is rooted in motherhood righteous, pure, compassionate and its role extends beyond spotless laundry to spotless acts of kindness.

    By tying the campaign to India’s most awaited festivals, Safed underscores that real celebration isn’t about what we wear, but how we care. After all, mothers don’t just remove stains, they erase boundaries, lift spirits, and remind us that happiness multiplies when it’s shared.

  • Safed Detergent launches new campaign this Independence Day

    Safed Detergent launches new campaign this Independence Day

    MUMBAI: Safed Detergent from Shantinath Detergents Private Ltd marks this Independence Day with a heartwarming campaign film released on 12 Aug’25 that revives the forgotten purity of Safed. In a middle-class home, a kid asks what to wear for his school’s fancy dress competition. While his parents suggest modern heroes, his grandfather steps in with a simple white chadar and a reminder of what Safed once stood for.

    He recalls how Safed bowed an empire, won us freedom, became a symbol of peace, and showed the path of truth. But somewhere along the way, we forgot the safed in our hearts.

    Safed becomes more than fabric; it’s an emblem of unity, truth, and courage. “With this campaign, we wanted to remind people that the true spirit of freedom lives in keeping our hearts as pure as the Safed we wear,” said Shantinath Detergents Pvt Ltd director Ritum Jain. “Just as Safed keeps clothes spotless, we must keep our nation’s conscience unstained.” And hence we say “· Jab Dil Mein Ho Safed, To Saare Jahan Se Achha Desh.”