Mumbai, August 17, 2026: 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 (LAS) and Benzisothiazolinone (BIT), 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.
“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. In a time when every brand is trying to idiot-proof their communication, we just gave our consumer’s intelligence its due respect. We wanted Beco to sound honest, a brand that has nothing to hide, instead of being the loudest voice in the room.”
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. We have become far more conscious of what we eat and put on our skin, yet the products we use to clean our homes rarely receive the same level of attention. At BECO, we make our home-care range without BIT and LAS, and we believe consumers are entitled to know what is in the products they clean their homes with, and to make their own choices about it. With our #WarOnWhatsHidden campaign, we want to change that by replacing fear with transparency, awareness and information, empowering consumers to make more informed choices about the products they bring into their homes. We hope this campaign is an eye-opener for consumers around the country, and that it encourages them to ask the right questions and to seek clarity about what they bring into their homes.”
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.
