Surf Excel has released a campaign for the upcoming festival of colours, appealing to the festive mood of the country.
Titled #RangLaayeSang, the campaign conceived by Lowe Lintas Mumbai intends to stay true to the essence of Holi by sending out a message of bringing people together, and shows how colours can be an equaliser in our society. The campaign that brings alive Surf Excel's Daag Achhe Hain philosophy is set amid the Holi celebrations where a young girl chooses to get stained in Holi colours in order to protect her young friend. It ultimately suggests, âAgar kuch achha karne mein daag lag jaaye toh daag achhe hain.â
Carlos Pereira, Regional Creative Officer, Lowe Lintas, said, "We felt the festival of Holi gave us the opportunity to highlight the true spirit of togetherness. By making colour the medium of oneness, we could seamlessly bring forth the larger thought of Rang Laaye Sang --- a sentiment that kids truly believe in."
Priya Nair, Executive Director, Home Care, Hindustan Unilever Limited, said, âHoli is one of our biggest festivals, celebrated with much fanfare across the country. However, in the midst of the fun and revelry, one can often forget the true spirit of the festival. The #RangLaayeSang campaign from Surf Excel beautifully captures how the colours of Holi can be a force for good, melting differences and bringing people together. It seamlessly brings to life our decade long âDirt is Goodâ philosophy --- âAgar kuch accha karne mein daag lag jaaye, toh daag acche hainâ.â
The campaign will be live across TV, outdoor and digital.
Client: Surf Excel, Hindustan Unilever Limited
Executive Director, Home Care, Hindustan Unilever Limited: Priya Nair
Creative Agency: Lowe Lintas
Regional Creative Officer, Lowe Lintas: Carlos Pereira