Colin, India’s leading brand for glass and household cleaners, has launched a powerful campaign called #ChamakNayiSochKi. This campaign aims to raise awareness about the dignity of domestic helpers and put an end to discriminatory practices. Encouraging households to reconsider traditional norms such as providing separate utensils or leftover food, the campaign advocates for equality and inclusivity. #ChamakNayiSochKi seeks to drive a positive shift in societal attitudes, promoting a new mindset of respect and fairness, while Colin continues to ensure the shine of various surfaces in homes.

In today’s era, domestic helpers play a crucial role in our daily lives yet discriminatory practices like using separate utensils and giving them old clothes persist. As part of the campaign, Colin will also conduct a collection drive – “Discard The Cup” Encouraging people to people to give away the used utensils reserved for their house helps and support the movement to end discrimination toward house helps. This initiative aims to foster appreciation for domestic helpers and promote a culture of compassion.

Saurabh Jain, Regional Marketing Director, Hygiene, Reckitt – South Asia highlighted the significance of this campaign, stating, “For decades, Colin has been a household name with unparalleled equity on maintaining shine across multiple surfaces in consumer homes. Being a household surface brand, domestic helps play a pivotal role in our category & especially in the lives of our consumers. This campaign, ‘Chamak Nayi Soch ki’ is a testament to our commitment to fostering a more inclusive environment in households & to bringing back much-desired dignity to domestic helps. The campaign, which draws inspiration from the saying ‘small things go a long way’, encourages people to eliminate the use of separate utensils for house helps. To ensure that our hearts shine as much as our homes, we encourage people to support us and discard the traditional towards house helps.”

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Conceptualized by tgthr, the commercial depicts two friends chatting while preparing tea. Suddenly, their domestic helper arrives, and one of the friends starts searching for an old used cup to serve her tea. Upon noticing this, the other friend urges her to consider the house helps as one of them and hand out tea in the same cup to the help, as them.”

CCO & Co-Founder, Aalap Desai, tgthr said, “A separate cup, a separate plate, and separate utensils, separate us from those we think are inferior to us. It’s modern-day casteism that we unknowingly participate in and perpetrate without realizing what we are doing. For the ones who don’t have such a divide in their house, the campaign is a pat on the back and for those who do, it’s a gentle awakening to make them see the unseen.”