HULâs detergent brand Surf Excel has launched a Holi campaign #RangAchheHain, taking forward its unique 'Daag Achhe Hain' brand proposition and continues to use colours as a medium of âtogethernessâ.
This year, it shows how the colours of Holi can help bridge emotional distances and bring hearts closer, despite physical distancing.
The campaign shows a heart-warming gesture by an innocent boy who wishes to include his friend Rancho, an elderly neighbour, in the Holi celebrations. On realising that Rancho cannot be included in the festivities like everyone else, he decides to have his own ingenious yet responsible celebration with Rancho. The TVC builds the emotional quotient as the boy says, âMere haath nahi pahunchenge, isliye rang pahuncha diye.â The ingenuity of the boy and his empathy towards Rancho brings alive the true spirit of Holi and demonstrates that physical distance should not deter emotional connections, a fact vividly showcased in the ad.
Prabha Narasimhan, Executive Director and VP, Home Care, South Asia, Hindustan Unilever Ltd., said, âHoli is one of the biggest and most loved festivals in our country and we have been able to create a strong emotional connect with our audiences through our Holi campaigns in the last two years. This year is a bit different as we are all still reeling from the effects of the pandemic, which has created both physical and emotional distances. Addressing the emotional needs of the vulnerable segment of population, the ad shows how a young boy endeavours to include the elderly in the festive fervour through a simple yet creative way of making colors reach where hands cannot. It is a natural extension of our brand philosophy of âDaag achhe hainâ, in which we have always shown children getting dirty while doing good deeds and demonstrating good values. We do hope that people are inspired to find their own unique ways to connect with their families this festive season."
Talking about the conceptualisation of the campaign, Carlos Pereira, Creative Director, said, âThe campaign continues to build on the theme of how âHoli colours can bring people togetherâ. But this year, given the new rules of engagement due to the pandemic, it was important to showcase how Holi can be celebrated in a responsible manner. The campaign reflects on how colours can be a medium for fostering emotional togetherness, even though there may be physical distance between us.â
The campaign will be live across TV, digital and outdoor media.
This Holi remember donât forget to spread cheer around because âJo dilon ko paas laaye, woh rang achhe hainâ!
Agency: Carlos Pereira
Creative Director: Carlos Pereira
Account Management: Megha Bansal
Production House: Absolute Productions
Director: Vasan Bala
Executive Producer: Prafull Sharma
Producer: Sadhya Vyas
Executive Director & VP, Home Care, South Asia: Prabha Narasimhan:
VP â Fabric Care: Vipul Mathur
Brand Manager Surf Excel: Aarthy Sridhar
Brand Executive, Surf Excel: Ayush Sachdeva