Featuring Isha Talwar and Omkar Kapoor, IFB Essentials Fluff’s three-film campaign, ‘Har Din Thoda Sa Khayal’, connects small gestures of care
IFB Industries has launched a new Diwali campaign for its IFB Essentials Fluff liquid detergent, titled Har Din Thoda Sa Khayal. Featuring actors Isha Talwar and Omkar Kapoor, the campaign comprises three films that use everyday situations, humour and relatable storytelling to highlight the importance of small gestures of care.
The campaign’s first film, the Diwali Film, was released on November 7 on the occasion of Dhanteras. Two more films, Pocket Check and Alarm, are set to follow, extending the campaign’s central message across different everyday situations.
At the heart of the campaign is the phrase Har Din Thoda Sa Khayal, which draws a connection between the little gestures through which people express care for their loved ones and the product proposition of using just a little liquid detergent for effective fabric care.
IFB Connects Everyday Care With Fabric Care
The campaign builds on the idea that a little can go a long way, whether it is the care people show those around them or the care they give their clothes. The creative approach integrates the product into everyday storytelling rather than relying on conventional product demonstrations.
Ipsit Bibhudarshi, Category Head – IFB Essentials, originated the campaign thought and provided its creative direction. The films were developed in collaboration with Mumbai-based creative agency Namobrahma Studios LLP.
Commenting on the campaign, Bibhudarshi said, “With ‘Har Din Thoda Sa Khayal’, we wanted to celebrate the little gestures of care that make everyday moments special. The idea beautifully connects the care we show our loved ones with the care we give our clothes, while subtly highlighting the product’s promise of effective fabric care with just a little detergent. We are glad to bring this thought to life through relatable storytelling in collaboration with Namobrahma Studios.”
Three Films Bring The Campaign Thought To Life
The campaign comprises the Diwali Film, Pocket Check and Alarm. While the first film establishes the central narrative, the two upcoming films explore the same thought through different everyday situations, each with its own storyline and moments of humour.
Isha Talwar and Omkar Kapoor feature across all three films, bringing their chemistry, expressive performances and comic timing to the campaign. Their presence also creates continuity across the films while allowing each story to retain its individual character.
All three films were shot in a single schedule in Mumbai, with director Seshu Turaga leading the production. The creative challenge was to ensure that the films remained connected through a common campaign idea without making the narratives feel repetitive.
Fourth Collaboration Between IFB And Namobrahma Studios
The campaign marks the fourth collaboration between IFB Industries and Namobrahma Studios, reflecting an ongoing association between the brand and the creative agency.
Founded in 2022 by filmmaker and producer Kunal Sharma, Namobrahma Studios developed the campaign’s storytelling and execution. Sharma said, “At Namobrahma, we believe that a good advertisement should do more than communicate a product benefit. It should give people something to connect with. With Har Din Thoda Sa Khayal, what excited us was the simplicity of the thought and the cleverness of its dual meaning. It gave us an opportunity to tell stories that are warm and entertaining while keeping the product relevant to the narrative. I’m glad we could bring this idea to life with IFB, the cast, and a fantastic team behind the camera.”
The campaign reflects IFB Essentials’ effort to communicate its fabric-care proposition through familiar, everyday experiences. With the Diwali Film already released, the upcoming Pocket Check and Alarm films will further build on the message of Har Din Thoda Sa Khayal.
