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Surf Excel digital campaign promotes parent-child bonding

TV Off - Life On’ has been executed by Tech Shastra and it adds a new dimension to the ‘Daag acche hai’ insight

BestMediaInfo Bureau | Mumbai | March 12, 2013

When was the last time you took your child to the garden and played cricket? When did you last spend a weekend out of town and out in the open? What would you do if we found you an extra two hours every day? What about parent-child bonding? Carrying forward the brand proposition of ‘Daag acche hai’, Surf Excel, from the Hindustan Unilever stable, has launched a digital campaign called ‘TV Off - Life On’ aimed at increasing awareness about the ill-effects of watching too much TV and urges parents to spend time with their kids, thus enriching the bond with their children, along with helping children to explore, imagine, visualise and grow.

The campaign which was flagged off in the last week of February will run till the third week of this month, has been conceptualised and executed by Tech Shasstra, a digital and interactive agency.

Commenting on the campaign, the spokesperson for Surf Excel said, Surf believes in the philosophy ‘Daag ache hai’. In today's world, there are a lot of activities that have replaced the simple joys of playing outdoors. Therefore, the TV Off - Life On campaign is one way of encouraging mothers and kids to go outdoors and enjoy themselves. It is about connect on an emotional level.”

The insight behind the campaign was that parents these days spend too much of time watching television and computer screens, while for the kids half the day is spent in school while the other half is spent doing homework. This leaves very little time for parent-child bonding as well as outdoor activities that facilitate overall development of a child. As part of the campaign activity, mothers were asked to log on to along with other social media websites such as Faceboook and pledge that they would take their out children for outings.

Firuzan Mistry, VP - Business Development & Marketing, TechShastra, said,Surf Excel believes that to really achieve our potential, human beings need to be free to experience the world. That is the brand believes that ‘Daag achhe hai’. The mother encourages the child to really experience nature without any worries about dirt and stains on clothes.”

Mistry added, “We are promoting this campaign on select sites, based on relevance and how strong the content on these sites resonate with Surf Excel’s brand philosophy. Then there is digital PR. The most exciting part is the initiation of a mommy blogger engagement programme, as more and more mums have interesting and insightful things to share with us. However, because we already have an excited and vibrant community of over a million mums on FB, this platform remains the hub of the activity and engagement.”

You too can show your support for the cause by visiting

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