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.”