Hindustan Uniliver launched this month their first Surf Excel Liquid detergent. HUL hopes to get Indian consumers switch to liquid detergent but in the other countries liquid detergent already dominates the market.
Detergent is a category where dirt and stains have always been portrayed as bad. The category has always harped on functional benefits, however,Surf Excel has been taking a different route by seeking to occupy the emotional space amongst consumers by playing on the paradox of dirt being good by showing children doing good deeds and getting dirty in the process. Surf Excel is loved by consumers in India and has a distinctive positioning in the minds of consumers driven by the ‘Dirt is Good’ advertising. The brands emotional position has helped Surf Excel to differentiate itself from the other brands. It has also helped surf excel to build a deep emotional connect with our target audience i.e. mothers.
The new liquid ad shows kids getting stained when helping their friends. The video shows some beautiful incidents like helping their friends ink pen to write, climbing the wall to get the shuttlecock, and getting the shoe from dirty water. The best part of the ad is its jingle and its already a big hit with Indian audience.
“Yeh mera dost hai
Sab ka host hai
Help ko ready hai
Sab ka buddy hai
Kare chamatkar Yaaron ka Yaar”
When children go out to play and get dirty, they don't just collect stains. They experience life, make friends, share with each other and learn from each other. This helps them become stronger and get ready for the world outside. That’s why Surf Excel maintains that “Daag achhe hai”. So let children enjoy their playtime and make new friends without worrying about stains, because every stain teaches them something new (HUL, 2013).
Agency: Lowe Lintas
This campaign also linked in Facebook https://www.facebook.com/surfexcelindia . You can also get a free sample by filling the personal details and hitting like in surfexcel facebook page. The participants also need to share the link with five friends. This increases the number of hits in the surfexcel facebook page.
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