Surf Excel tugs hearts with new campaign
18 Sep 2009
Children have a knack of getting a message across. Surf Excel's Daag Achche Hai campaign does just this by featuring a young boy who endears himself to viewers.
The television advertisement begins with a noisy classroom set-up.
The teacher is absent and students are busy enjoying themselves. One boy asks another about the absence of Rosy Miss, the teacher. The friend explains that the teacher's dog has died. After school, the child visits the teacher's home, only to find her sitting lonely and sad at her doorstep.
When he sees the leash of the dog beside her, he decides to cheer her up.
Putting the leash around his own neck, the child starts behaving like a dog - fetching a ball, rolling and playing in the mud, and even peeing and scratching like one.
She fails to be amused but the last action where she pretends to fling the ball but actually doesn't do it and the boy doesn't fall for the trick, makes her smile and she hugs him.
The commercial ends with the customary line: Agar daag lagne se kuchch achcha hota hai, toh daag achche hai (If the stains are for good, then stains are good), followed by the tagline: Surf Excel, Daag achche hain and the logo.
The ad was created by Lowe Lintas, headed by Arun Iyer, group creative director.
