8/6/2019 Advertisement Project - MILAN MEHTA FMSMBA105

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AdvertisementSurf Excels Advertisement

(Brother & Sister Duo)

Submitted to: Submitted by:Mr. Mukesh Malik Milan Mehta

FMS/MBA/105

8/6/2019 Advertisement Project - MILAN MEHTA FMSMBA105

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Daag Achhe Hain advertising campaign.

Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergentpowder into the country. At the time, housewives used laundry soap bars to washclothes. Surf offered them significantly better clean, with much less effort. Thepromise of superlative whiteness the articulation of a great clean at the time,connected with consumers and helped to establish the brand.

Surf was the first national detergent brand on TV; the brand used TV to effectivelyeducate their consumers on how to use detergent powders in a bucket for a better

wash.

Surf Excel made a big splash with their Daag Achhe Hainadvertising campaign.

The following is an analysis of the first such commercial .

The advertisement features a brother and sister duo walking home from school,when the little girl falls into a puddle of mud. Crying, she looks to her brother for help.Her brother gets an idea and starts beating up the puddle of mud, demanding anapology. After a time and a lot of mud on his uniform, he stands up and says, Sorrybola. The narrator then removes all apprehensions of dirt and stains and says,Daag Acche Hain.

Target Market of Surf Excel:Surf Excel has adopted the strategy of market aggregation. It is a product by Unilever.

Surf Excel target market includes- Middle class, Upper class.

It also targets the Social Economic class of A,B+ and B.

Surf Excel has the huge share from major cities.

8/6/2019 Advertisement Project - MILAN MEHTA FMSMBA105

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Advertisement Appeal:

Surf Excel latest ad justifies the tagline Daag acche hain. As usual the latest ad fits

compactly in a 60 sec run and yet manages to impress and bring a smile in the end.

The presence of kids along with the way they have acted also brings further charm to

the commercial. Surf excel gets the background music spot on. The background music

slowly gets more joyous as the ad progresses. It is a clear example of emotional

marketing used effectively. Each of the ad is filled with a heart touching message for the

viewer.

What makes this advertisement Special:

Out-of-the-box clutter breaking campaign Classic way of using kids to promote an adult brand Uses the power of big idea. Reflects a major shift in the pattern of marketing in the recent years. Popular brand connect initiatives

This advertisement is universally well-loved. This is so because it does a lot of thingsright. It makes use of childrens appeal to get the advertising message across.The advertisement does what seldom others do cater to the emotions andsentiments of the viewers and succeeds with it. Not only do the children lower yourguard to the advertisement, but the story, too, warms the heart of the viewers.

The advertisement generates a sense of bonding. Viewers without siblings, too, canrelate to the advertisement and the actions of the little boy. The advertisement alsoexudes certain warmth that reflects itself in the viewers.

8/6/2019 Advertisement Project - MILAN MEHTA FMSMBA105

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Suggestions for improvement:

- Mothers who are concern about the stains all the time and because of that they dont

allow their kids to go out and play thus hampers their overall development should be

targeted.

- The mothers who would feel that surf excel is an expensive product in comparison to

other brands and fear of buying should be clarified by the live telecasting

advertisements.

- Awareness should be spreaded that product is not only for the premium customers.