The objective of the commercial was to establish that Fena Detergent offers the whitest wash in the industry. To cut through the clutter of a segment that is filled with products offering the same whiteness, we made Fena Detergent stand out from the clutter and gave consumers a chance to recall the brand in a humorous light.

Washing clothes in India is different from the rest of the world. Here unlike other countries we have a specific area where clothes are washed. It’s called the ‘dhobhi ghaat’. People who belong to semi urban towns and those who wash clothes to earn a livelihood, prefer to wash their clothes here. And we wanted to catch the attention of exactly those people. We came up with an idea to showcase to whiteness offered by Fena in a way no one has ever done. The clothes washed by Fena aren't not just the whitest but the brightest. So much so, that women who wash clothes using the detergent, need sunglasses.

This track is original music specially created for the film.

The setting of the film is a typical Mumbai dhobi ghat, ruled by the washerwomen and the ‘bhais’ of Mumbai. Hence the music in the film combines a traditional Marathi folk sound with a cool, urban vibe to bring out the irony of 'Koli' (local tribe) washerwomen dressed in saris and wearing dark glasses while they wash their clothes in style.

The film opens on a sweet folksy tune, with some vocal humming in the background, reminiscent of the traditional Marathi songs rural women sing while carrying out their daily chores. You see a line of 'Koli' washerwomen carrying bundles of clothes on their hips and purposefully heading to collect their sunglasses. As soon as the first woman wears her shades, the music moves into a more modern space, punctuated by a soft electric guitar, to lend to this cool new attitude that the women now adorn. The female vocals also take on a resonant, bluesy tone as the women show off their glamorous avatars. As they take their positions and prepare to start washing their clothes, a bugle is introduced into the music. This again is a throwback to the instrument typically played before battle, especially amongst Maratha warriors.

The urge was to create something earthy and indigenous while still incorporating urban elements to highlight the contrasting nature of the visual. The blend of local Maharashtrian (from the State of Maharashtra, India) folk rhythms and string instruments with a hip-hop groove and funk guitar riffs helped form the musical structure for the film. The opening female vocals borrow from traditional Maharashtrian folk styles of singing. In order to highlight the introduction of the Sunglasses, the vocals transform into an unexpected western style of singing with the ‘oooh-yeah!’ Interspersed with the western vocal is also the catch phrase “lai bhaari” in order to retain the essence of the characters. “Lai bhaari” is the local and at most times the rural equivalent of the English 'Very Cool'. The phrase is still fairly common among rural folk, yet may seem humourous due to its lack of use and 'rural' nature among city dwellers.

The track highlights the interesting juxtaposition of the traditional and rural with the modern and urban, a fairly common occurrence in a developing nation like India. In the film, the humourous situations these colliding worlds create, while co-existing peacefully are showcased.