Goodness has no religion and this Holi detergent brand Surf Excel, known for its heartwarming advertising under the ‘Daag Acche Hain’ (dirt is good) brand thought, has delivered a tear jerker. Created around the evergreen Hindu-Muslim theme, the minute long spot is conceived by Lowe Lintas Mumbai and builds on Hindustan Unilever owned detergent brand’s philosophy that soiling one's clothes is good if it is for a good cause.
Titled ‘Rang Laaye Sang’ (loosely translated to colours that brings us together), the campaign features a young Hindu girl who chooses to get stained in Holi colours in order to protect her young Muslim friend who needs a bicycle ride to a nearby mosque. The spot ends with Surf Excel’s tagline ‘Agar kuch achha karne mein daag lag jaaye toh daag achhe hain.’ (Stains that come as a part of a good deed are good stains).
The campaign message of bringing people together and showing how colours can be an equalizer in our society has resonated well across digital platforms. The ad has garnered over 5.3 million views on Surf Excel’s YouTube channel since 27 February.
Noting that Holi is one of the biggest festivals celebrated with much fanfare across the country, Priya Nair, executive director - home care, Hindustan Unilever Limited, said, “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 ‘Dirt is Good’ philosophy – ‘Agar kuch accha karne mein daag lag jaaye, toh daag acche hain’."
The campaign will be promoted across television, outdoor and digital.
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."
According to Naresh Gupta, strategy head and managing partner at advertising agency Bang in the Middle thinks that the brand has done very well to capture the current mood and deliver a fabulous brand story.
“Brands often stay away from stories that have religion embedded in them, it’s good to see some of them break that self imposed ban and create communication that speaks to the fabric of India. Surf has done well to capture the innocence and playfulness of kids. No wonder the film has been lapped up by those on social media," he said.