BRAND: Surf Excel
AGENCY: Lowe
ASELINE: Daag Achche hain
DESCRIPTION : Two boys are fighting over a piece of paper that has 10/10 written on it (it’s a form for the 10 on 10 contest that gives out a Rs 5 lakh scholarship to the lucky winner).While wrestling in the muddy lawn, one of them catches sight of a poor boy observing them from across the fence. They ask if he wants to go to school. The boy nods affirmatively; they hand him the contest form. The TVC ends with all three going to school together, and one kid asking the ‘lucky’ boy whether he has completed his homework.
4Ps TAKE : Surf Excel
nowadays seems to only bank on kids when it comes to advertising, and this time too, it delivers a power-packed performance! Cute kids are the flavour of the day. However, this ad not only depends on the cuteness quotient but combines it with a heart wringing storyline too. While the power idea is the 10/10 contest scholarship, the ad doesn’t miss on its product benefit ,which is its stain removing ability. 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, this one may not be the best in the series but touches hearts for sure.
For Complete IIPM - Article, Click on IIPM-Editorial Link
Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006
AGENCY: Lowe
ASELINE: Daag Achche hain
DESCRIPTION : Two boys are fighting over a piece of paper that has 10/10 written on it (it’s a form for the 10 on 10 contest that gives out a Rs 5 lakh scholarship to the lucky winner).While wrestling in the muddy lawn, one of them catches sight of a poor boy observing them from across the fence. They ask if he wants to go to school. The boy nods affirmatively; they hand him the contest form. The TVC ends with all three going to school together, and one kid asking the ‘lucky’ boy whether he has completed his homework.
4Ps TAKE : Surf Excel
nowadays seems to only bank on kids when it comes to advertising, and this time too, it delivers a power-packed performance! Cute kids are the flavour of the day. However, this ad not only depends on the cuteness quotient but combines it with a heart wringing storyline too. While the power idea is the 10/10 contest scholarship, the ad doesn’t miss on its product benefit ,which is its stain removing ability. 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, this one may not be the best in the series but touches hearts for sure.For Complete IIPM - Article, Click on IIPM-Editorial Link
Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006
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