Mumbai, Aug17: Colloquial, an Independent creative agency, has conceptualised and launched Beco’s latest campaign, encouraging consumers to question a habit that has gone largely unquestioned for years: the ingredients in the home-cleaning products they use every day.
Built around the insight that homecare purchases are often driven by habit rather than informed choice, the campaign shifts the conversation from cleaning performance to product formulation. For years, the home cleaners category has fixated solely on cleaning power, completely sidestepping the conversation about safety. While most brands have traditionally focused on removing stains and grease, Beco’s campaign points at what else these products are doing. The campaign makes people take a closer look at what they’re bringing into their homes and whether safer alternatives deserve consideration.
The campaign features two films that directly compare Beco’s toxin-free products with leading brands in the category. One film highlights Beco’s Laundry Detergent while referencing Surf Excel, and the other focuses on Beco’s Dishwashing Liquid alongside Vim Liquid. Both films draw attention to the presence of ingredients such as Linear Alkylbenzene Sulfonate and Benzisothiazolinone, citing laboratory studies that have linked these chemicals to skin and eye irritation, while positioning Beco as a toxin-free alternative.
Alongside the films, the campaign includes a series of striking key visuals that continue the direct-comparison approach. By bringing scientific information to the forefront, the creative aims to encourage consumers to question what goes into the products they use every day and make more informed choices.
Ishita Misra and Pradyot Mokashi, Co-Founders, Colloquial, said,
“Who doesn’t like a good brand war? Especially when it’s a David taking on a Goliath. We just made sure that our David came with sass, without being crass.”
Aditya Ruia, Co-founder, BECO, said,
“For decades, we have been taught to associate ‘clean’ with fragrance, foam and powerful advertising claims, without ever being encouraged to question what lies beneath the surface.” He added that through the #WarOnWhatsHidden campaign, Beco aims to promote transparency and awareness and encourage consumers to make more informed choices.
The campaign adopts a bold, fact-led tone, using direct comparisons and scientific references to challenge category conventions while encouraging greater awareness around everyday homecare choices.
With this campaign, Colloquial continues to create work that sparks conversations by approaching familiar categories from a fresh perspective, helping brands communicate with clarity while encouraging consumers to make more conscious decisions.