Reframing failure for a new generation of parents.

‘Daag Achhe Hain’ had a decade of equity: dirt is good because it means a child learned something. The task was to extend that idea meaningfully for a new, mobile-first generation of parents — not repeat it, evolve it.

We followed the platform’s own logic one step further. If stains are worth it because learning is messy, then the same is true of failure — the thing parents and kids are most anxious about. ‘Daag Achhe Hain’ grows up into ‘Haar Ko Harao’: defeat the fear of losing.

I co-created and conceptualised a mobile-first campaign launched on 14 November — Children’s Day — encouraging parents and society to see failure as learning. ‘Haar Ko Harao’ was brought alive across television, print, influencer marketing and social-first content, built around trend-led digital formats rather than a single TVC. This was during my time at Jack in the Box.

A resonant new chapter for one of the country’s most-loved brand platforms — one that carried the equity forward and pushed the message into the formats a younger audience actually lives in.