The campaign is created by ADK Fortune. 10 Dec, 2020 - 11:36 AM IST | By indiantelevision.com Team NEW DELHI: What is the simplest thing anyone can do to protect themselves and their loved ones from the pandemic that is raging across the country and the world? The answer lies in remembering to wear a mask every time we step out. Yet, this simple message has either not reached everybody or is simply being ignored or forgotten. Ghadi detergent has decided not just to reach out and remind millions but walk the talk themselves. In an initiative conceptualised and executed by ADK Fortune Communications, a WPP company and part of Wunderman Thompson South Asia Group, the most powerful and effective medium was used to drive this message home – the Ghadi detergent pack. The pack reaches millions of Indian households, even in areas where the reach of TV and other mass media is extremely limited. So, to spread awareness and reach the maximum number of households, the Ghadi pack was utilised.