Lowe Teaches Harmony Through New Surf Excel Forgiveness Campaign

Creates a new TVC of Daag Achche Hain (Dirt is good) series of campaigns.

Hitesh Ranot | Delhi | January 5, 2011

Hindustan Unilever Ltd has launched another path-breaking campaign for its premium detergent brand Surf Excel which teaches a lesson of harmony. The new campaign is conceptualized by Lowe Lintas which  was released on-air on 1st January, 2011.

The new TVC attempts to add more value to the brand's tag line "Daag Achche Hain (Dirt is good)".

The objective of the communication is to bring out the essence of Forgiveness as a value which teaches the kid to be harmonious with others. And encourage mothers to see the value behind stains.

The creative idea comes from the fact that forgiveness as a value teaches the kid to be harmonious with others. That too irrespective of how the other person is. But increasingly kids are growing up in an environment full of distractions and intense competition. And the mothers too are absorbed in helping their kids compete. In this race, such important human values like forgiveness (which do not explicitly help them compete), take a back seat. While the mothers try to teach these value in rituals like 'apologizing when we mistakenly touch someone with our feet' or 'saying sorry when we do something wrong' the real of emotions behind these rituals of forgiveness is often missed. So this is a story of a kid who displays true forgiveness and gets dirty, encouraging mothers to see the value behind stains. As after all the stains will get removed in no time with surf excel.

Credits:

Creative:

R. Balki: Chief Creative Office

Arun Iyer: National Creative Director

Ramkrishna Gopi: Unit Creative Director

A P Zeth: Creative Director

Sushanth Joshi: Creative

Ankit Pandya: Creative

Account Management:

Virat Tandon: Executive Vice President

Satish Ramanathan: Associate Vice President

Suchana Sarkar: Brand Services Manager

Planning:

Devika Sharma: Strategy Director

Abhishek Hariharan: Brand Planning Director

Hitesh@BestMediaInfo.com

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