Laundry category which is still rooted in ‘functional’ communication, Surf Excel had taken the high ground and launched its ‘Dirt is Good’ campaign several years back. The brand’s point of view is that ‘Dirt is good’, only if the child learns something, be it a value or good behaviour.

The task was to refresh and renew the execution so that it remains relevant and ‘newsworthy,’ reflecting in improved brand-health scores

In the Indian context, the brand’s point of view is that ‘Dirt is good’, only if the child learns something, be it a value or good behaviour. As the brand focuses on mothers and their children, it reassures mothers that however dirty their children’s clothes get, Surf Excel is the best solution. The main thing is that the child is learning and/or exhibiting a value or good behaviour.

Surf partnered with Lokmat group to create a movement towards the cause. To achieve this, Surf hosted a workshop where children were invited and taught to make eco-friendly clay Ganesh idols, which are 100% degradable. Nearly 75,000 Kids participated in the workshop and about 3,750 Eco-friendly Ganapati idols were created to perfection. The idols, were then exhibited to the general public and sold. The proceeds were donated to “India Foundation”, NGO devoted to environmental consciousness. Children made eco-friendly idols and learnt about environmental protection, bringing alive the brand proposition.

For scale, activity was covered with editorial write-ups and released across 2-3 top publications reaching 17.2 MN people. Print was used extensively. On each day of Pre -festival, half page articles were released. They spoke about the importance of the festival and the need to be eco-friendly. The journey of kids who were part of the workshop was written as well.