Debrief: Surf Excel: The power of idea

31 Jul,2012

By Anil Thakraney


Surf Excel is back with another commercial in the long-running ‘Daag achche hain’ campaign. Before I get to the new TVC, must say the idea has worked marvelously for the brand over all these years. It has allowed Surf Excel’s advertising to be different, and it’s quite extendable. A very good example of the importance of idea in advertising.


The commercial features a group of kids playing on a cricket field. A turf war breaks out between two teams (and this is quite usual!). The team consisting of older kids bullies the younger ones. One of the lads is pushed into a dirt puddle. But instead of crying, he smartly uses his dirty clothes to drive the older boys out of the field. Elated, his team mates join in for a dirt fest.


[youtube width=”400″ height=”225″][/youtube]

Good, fun stuff. Kids will enjoy it, but more importantly, so will the moms, who are the target audience for Surf Excel. Also, I like the idea of directly using the stains to win the day; this makes the communication quite powerful. Clearly, ‘Daag achche hain’ is on a roll, and the way it’s panned out since inception, I believe this property will live for a very long time.


My own favourite ad though is still the original brother/sister commercial, but the continuing ads have been cool too.


Rating: (On a scale of 1 to 5): 4. Smart and humorous


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