August19& EN T E R T AI NM E N TO U T L O O KA Contradictory But Positive Message at Emotional LevelSurf Excel's message clangs deeply by constructing dirt as a symbol of development and values rather than something to be precluded. The campaign clearly portrays children getting dirty while performing acts of gentleness, helping an elderly neighbor, saving helpless animals, or joyfully playing outdoors. In each scenario, the stains on their clothes represent the positive effects they've made, strengthening the idea that these `Daag' are not only suitable but admirable.By focusing on the emotional benefits rather than the product features, it has achieved a strong brand identity placed in compassion and values. Mothers are motivated to accept these stains as evidence of their children's active commitment to the world, encouraging a sense of gratification and upbringing. This shift from mere neatness to character-building clangs profoundly families who highlight comprehensive improvement and learning.The Campaign's triumph lies in its capability to connect on an emotional level, praising Surf Excel not just as detergent that removes stains but as a mediator of meaningful experiences and life lessons. It emphasizes the brand's dedication to bring up not just clean clothes but also wholesome values, making it a trusted companion in every family's journey of growth and learning.Through "Daag Acche Hain", Surf Excel has eventually positioned itself as more than a household product - it's an impetus for promoting compassion, pliability, and softness in children. By celebrating the good in stains, the product has not only created an everlasting collision on consumer appreciation but also stuck in hearts and homes across generations.A Contradictory But Positive Message at Emotional LevelThe philosophy behind the famous quote, "Daag Acche Hain" comes from Unilever's global platform, which aimed to bring kids, particularly from the west region, to come out and engage with nature, instead of staying indoors. The campaign was already running in Brazil, made by BBH, before it came to India, "We are a country where dirt is not necessarily a good thing, because it is associated with disease, infections...," states Arun Iyer, founding partner, Spring Marketing Capital. BRAND FACTSSurf Excel's "Daag Acche Hai" campaign was first launched in 2005 and has become a slogan today. The associated ads are undoubtedly one of the most memorable and successful in Indian advertising history.Media & Entertainment OutlookAugust19
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