Surf Ad Review
Transcript of Surf Ad Review
8/4/2019 Surf Ad Review
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ASIAN SCHOOL OF BUSINESS
MANAGEMENT
Post Graduate Program in Management (PGPM)
ASSIGNMENT
Course Title: Critical analysis of surf excel ad
Submitted to:
Prof. Jaya Gopalkrishnan
Faculty in Advertising & Brand Management
ASBM, BBSR
Submitted by:
Sweety Das Reg. no- PGPM/10-12/58
(Sec-A)
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This is an advertisement created by surf-excel as shown in the image
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Introduction: Hindustan Unilever Limited introduced Surf in 1959, introducing the first
detergent powder in the country. At that time housewives used laundry soap bars to wash
clothes. Surf offered them significantly better clean clothes with much less effort. The promise of
„superlative whiteness‟ connected consumers and helped to establish the brand. Surf was the
first national detergent brand on Television to effectively educate their consumers on how to use
detergent powders in the bucket for a better wash.
The message through the advertisement: Forgiveness is the idea used in this campaign.
The situation that is used in this ad is very real. Children do play pranks and the boy who
eventually forgives is at a vulnerable stage, with his pants down. When the teacher comes, the
boy could have easily complained but he does not do so.
Content: The ad opens with a group of boys pulling down their fellow schoolmates‟ trousers
and then going on to make fun of the boy. Their fun is short-lived though, as the head mistress of
the school walks in to question the boys about their activities. When she gets no reply, she
further goes on to threaten them about suspension if they don‟t tell her about their activities.
That‟s when the boy, who was being ragged, saves the other boys saying, that he was practicing
for the sack race and that‟s why he was in such a situation. The boy then demonstrates his
actions, by running around in muddy areas leaving the group of boys who pulled his pants down
embarrassed by his action. As the head mistress leaves, the boys then go to apologize and thank
the boy. The ad ends with, the four boys united and shown having a sack race with the voiceover
saying, “Daag ache hai”, but he showed forgiveness that was shown through the use of stains.
Creativeness of the advertisement: This is an advertisement with full of innovative
ideas and creativity. A beautiful thought letting all the mothers know it‟s not a big deal if their
kids get their clothes dirty. The boy saving his friends from the teacher saying they were
practicing for the sack race seems too cute and appealing that we fall prey to the advertisement.
Colour: The four children are playing in a playground with lots of mud which is dark brown in
colour. The children are wearing white uniform and there is a white and red colour building and
lot of greeneries at the background.
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Logo: Surf-excel is a prominent detergent brand of Hindustan Unilever Limited. The logo
represents a mark of stain which can be of any kind. But we should not be worried about it
because stains can keep coming in; we have surf excel to get it clean, after all daag ache hain.
Media: The different ways through which surf excel is being advertised are billboards,television, magazines, newspapers, internet advertising, different radio channels, etc.
Positioning: The brand already had the faith of the customers. The new style of promoting the
product through the eyes of the children has added another brunch of customers in the
pocket. Profit making without targeting the rival brand. This particular advertisement has not
only been successful in targeting all the housewives but has actually been quite impressive in
touching the hearts of all the Indian mothers. Be it kids; parents or grandparents all wish to give
their bit of time to the surf excel advertisement- Daag ache hai.
Effectiveness: This is an advertisement that has made everyone feel good; it doesn‟t let
viewers change the channel.
Surf excel has clearly differentiated itself as a premium brand which offers a range of solutions
that deliver top clean performance.