A Creative Brief on

SURF EXCEL
“Daag Achhe hain”

Submitted by: Tanvi. K. Madan (30)

Daag Achhe Hai Campaign-Storyline

The storyline is this: Two cute

kids; a brother and sister going to school. Sister reciting numbers, as to how bigger number 2 is
over number 1 and suddenly she falls in a puddle. She starts crying and points her fingers to the
puddle. The annoyed brother goes and literally hits the puddle asking it not to repeat to his
sister (the result is so many stains on his and his sister’s clothes). He then says (after obviously
tired beating the water) to his sister that the puddle is saying sorry. The sibling says okaay fine
leave it. This fella turns back says …."never repeat this to her."

ROI

RELEVANCE:

Daag-The Enemy of Mummy, Daag-The Irreversible, Daag-The scolding and Daag-The

Threatening Warning. All these reflect the “The Norm” that prevailed dominantly a few years
ago, but surf Excel came up with its creative ad “DAAG-Achche Hai”, and what was dreadful,
nightmare for all the moms turned into nothing more than two pinches or may be a three of
SURF Excel. Isn’t it like the one strike of the blacksmith to a hundred of the goldsmiths?

Dirt which is associated as bad, but the tagline of the ad goes like this: ‘Daag achhe hain’ or 'dirt
is good.'
Suddenly mom’s will start relate it to their life. They will start
thinking that my kids come with the dirt but at the same time
they are learning so much in life. Through cooking to canvas
painting to pottering creating masterpiece is always better when
you can get thoroughly messy in the process. And mom’s will
start feeling positive about the stains. She will feel that stains are
integral to the development of a child and hence will let her kids go out, play, learn and become
a genius. No matter if at the end of the day her genius comes with clothes full of stains. She will
welcome her genius kid with a big lovable smile because she will have a positive feeling about
her child getting all rounder.

She will imagine her child to be a painter if the cloths are stained with colors. She instead of
scolding will say “koi baat nahi beta-Daag acche hai”. So the ad gives a relevance to mom’s as
she can immediately relate it with her day to day tension and she will try to behave like a sweet
mom in a happy family, supporting a genius to grow in his way. The above story line gives a
strong bonding between 2 sibling and mom’s will feel good that even if my boy came with dirty
cloths but she made her sister laugh!! So we can say that the campaign gives a relevance but in
a very ‘cuter’ way.

Originality:
A boring stereotype where countless detergent commercials through years of unabashed
creative barrenness showcased unhappy housewives toil tough with stain on clothes. All the
ads of detergents showed comparison of yellow shirt and white shirt, hard work and sweating
housewives, ziddi daag, repetitive using of bars etc. And then would appear the detergent
brand bringing happiness along with it by removing all the dirt in a flash! so predictive so very
formulaic and so very boring…
all same and boring ads….

BUT….

Surf "Daag Ache Hai” is remembered in the history of advertising to have broken a cliché. In a
striking campaign the country was told in length and breadth that actually Stains are Good.

A 360 degree communication with the consumers.

Who can imagine Daag as PINK.. Surf excel did. If ever noticed the Daag made on packaging is of
pink color. It altogether changed the image of stains.
Agar kuchh accha karne me daag lag jate hain, to daag acche hain."

The ad is loved due to its newness, its simplicity and its clutter breaking ability.

This innovative ad gave wings to nostalgic childhood memories; how I spent those happy go
lucky days and my parents gave me that freedom to spend such a childhood. I would say that
the ad hit the nail through head and probably educates even parents how to bring up kids than
cutting through the brand alone.

In the clutter of repetitive detergents ads Surf Excel came up a totally new and out of the box
BIG IDEA which says

It is ok to soil your clothes

It is ok to play in the mud

It is OK to enjoy life

Surf excel hai na!

Impact:
It created a long lasting impact on the consumer. Still the ad is remembered by the people due
to its innocent emotional connect.

Encouraging kids to get their hands dirty and rediscover the fun they can have with the dirt
touched the minds of consumers and made a deep impact.

Most mothers are concerned when their children come home in dirty and messy clothes. This
advertisement, not only sends out the message that Surf Excel will help you wash them out, but
that also there is no need to fear stains.

Although the advertisement does not centre on the product or brand, both are remembered.
The product and brand are subtly introduced to the viewers such that it sub-consciously enters
their minds without any jarring highlights on the product or brand.

This advertisement also does what the majority do not. It focuses on the people rather than the
product. The sentiments, actions and emotions of the people are highlighted and showcased
throughout the advertisement in one form or another. The product is kept discreetly tucked
away and does not overpower the commercial

The ad increased the brand recall value in the minds of the customer. It was such a powerful
campaign then it became a day to day line in the house, used by mothers and kids.
No big claims are made in the ad that it do this and that but an emotional mesmerizing act by
kids which such so strongly that it is now residing in the subconscious mind of the customers
and the effect done to the subconscious mind is always everlasting.

The impact was so strong that people forgot the all time favorite ad by Lalitaji. In the Lalitaji ad,
Rational Appeal was used as she acted as a responsible housewife but here an emotional
appeal is used by showing bonding between brother and sister (teacher and student, mother
and son in other ads)thus depicting the relationship beauty. And it leaves the people with a
warm feeling.

It used the strategy of Experience marketing instead of expectation marketing.

And experts say that emotional ad gives long lasting impact!

Marketing Objective:
 To continue market leadership 37.8% in Indian Market
 Maintaining the brand loyalty

Advertising Objective:
 Ensure top of mind recall
 Increase the frequency of usage as mom’s will allow their kids to play and get dirty.
 Creating an everlasting impact
 Changing the perception of stains by building a positive image.

Target Segment? What would this target be as a person?

 Mothers who are concern about the stains all the time and because of that they don’t
allow their kids to go out and play thus hampers their overall development.
 The high society women’s who avoid their kids going out with the fear of germs and
stains , try to keep their children busy with indoor activities
 The children between age group of 5 -10 who all the time prefer TV and becomes couch
potatoes. Instead of going out and play they watch cartoons and play video games. So
the ad will also motivate such kids to go out and discover the fun of playing into mud.
What feelings, attitudes and beliefs does this target hold
about our brand and its competitors?
 The target would be mothers who would feel that surf excel is an expensive product in
comparison to other brands.
 The product is only for the premium customers.

What reward will the brand promise in order to persuade the

target to take action?
If I use surf excel , instead of other detergents, I will be a responsible and a happy mother
because I will let my child grow, discover his talent and make him all-rounder.

What was the brand personality?

Old and boring because it used the campaign which shows an irritating husband due to stains
on shirt but the wife removes it and says ‘daag dund te reh jaoge’.

What it needs to be?

“Happy go” detergent which removes all worries of mommies and let a child grow. A total new
concept.

Personal Media Network of Advertising Market Segment

Advertising channels are via print, radio and television, OOH.

Action expected as direct result of advertising

 The campaign will suddenly create a change in the thought process of the mother’s and
will change the attitude to be positive for stains.
 Mothers will start noticing the good part in the stained cloth i.e. the development of
their kids.
 Positive attitude that a piece of cloth is nothing in front of a child life cycle and also now
no worries for that piece of cloths as Surf Excel is here.
 A very high brand recall value will be generated.
What action will that action replace?
 Increase in the sales due to a very high recall value.
 Whenever the mother’s will go for shopping they will recall the brand and will definitely
try it.

Competitive Advantage:
To break the brand loyalty of customers and made them switch to surf excel. Surf excel is an
expensive detergent so if played on the price factor would not have worked so well and it
would have been difficult to convince customer and switch them. But due to this emotional
campaign which shows innocence in it will definitely break the belief and when the customer
will see the new concept of surf excel with a beautiful pink and orange color packaging the
mothers will not able to stop themselves to buy it.

Brand personality:
While the brand personality of Surf Excel is visible through and through, the strong emotional
factor, the clarity of communication and its high visual appeal work wonders for the concept.
An extension of the winning campaign Daag achche hain commercials, touches hearts for sure.