SURF EXCEL

NOT MANY CAN TROD THE UNBEATEN PATH... WHEN SURF EXCEL GLORIFIED ‘STAINS’, IT DID PRECISELY THAT!
Advertisers swear by innovation in virtually every ad they conceive. But few can swear by ‘boldness’, of creating an ad on a path treaded by few, and ‘excelling’ at it, quite literally. To cut the chase, Surf Excel yet again revelled in creating a benchmark of sorts in June this year, in their latest commercial... this time actually managing to glorify dirt! Yes... we refer to Surf Excel’s Daag Acche Hain campaign, which definitely caught other detergent companies by surprise. This time round, the commercial has taken the product benefits to the consumer. Prod Priti Nair hakravarthy, Executive Creative Director, Lowe India on the challenge before her to repeat the stupendous feat that the first set of commercials had accomplished last year (remember the kids seeking revenge from a puddle), and she replies, “It was enormously challenging because this communication was clearly meant to drive a functional benefit, which was ten tough toclean areas.”

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Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006

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