Surf Excel: Daag Ache hain!
Surf has been in the market for a long time and has effectively managed its product life cycle with the help of product innovations and great marketing strategy.
The campaign of surf excel with the base line that says “Daag ache hain”/"Dirt is good" came as a pleasant surprise to the Indian consumers. It brought forward interesting concepts about the benefits of children getting their clothes stained.
This campaign has a huge significance. It 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!
What makes this ad Creative?
1. It was an out of the box and clutter breaking Ad Campaign. As it was the first of its kind which said that dirt is good. Earlier dirt was considered as something bad and kids were told to stay away from it but it came with the tagline “Daag ache hain” saying that children can have fun without the fear of the stains.
2. It is a classic example of using a kid for promoting an adult brand.
3. It reflected a shift in the pattern of advertising. Earlier all the detergent brands focused on how bad stains are and how they help to get rid of the stains. But Surf Excel caught upon the emotional nerve of the consumers and came up with this campaign. It showed how kids can enjoy their childhood without the fear of stains and how stains can be good. Making a mess is not such a bad idea after all!
