The "Daag Acche Hai" campaign played a vital role in transforming the fortunes of Surf Excel.

There have been several extensions to Surf Excel's brand campaigns over the years; however, the one campaign that changed the course of Surf Excel's brand journey has been 'Daag Acche hai' (stains are good). Launched in 2005, it is part of the global campaign ‘Dirt is good’ done by BBH. In India, Lowe Lintas is the agency behind the campaign.

Examining the impact of the "Daag Acche Hai" campaign reveals how it transformed Surf Excel's position in the detergent market. This initiative not only distinguished the brand but also played a pivotal role in altering its destiny, showcasing the power of effective advertising strategies in shaping a product's success.

The Kickstart

The "Daag Acche Hai" concept marked a distinctive departure in the detergent industry. While competitors predominantly focused on stain removal and impeccable cleanliness, Surf Excel presented a unique perspective by asserting that stains are not adversaries but rather something to be embraced. The brand encouraged consumers to celebrate stains, conveying the message that dealing with them isn't a cumbersome task. In contrast, competing detergent brands such as Nirma and Tide concentrated on promoting product features and the cleanliness they offered.

In the early stages of Surf Excel's "Daag Acche Hai" ad campaign, a heartwarming advertisement featuring two endearing children captured the nation's affection. The narrative unfolded with the siblings returning from school; the younger sister accidentally fell into a puddle, causing distress. In a touching display of protective love, her brother immersed himself in the same puddle, seeking 'revenge' on behalf of his sister and coaxing an apology from the muddy culprit. The innocence and charm exuded by the children resonated profoundly, etching the ad into collective memory. This campaign exemplified Surf Excel's commitment to a fresh and compelling approach, setting it apart in the competitive detergent landscape.

Field Outreach

Surf Excel consistently engages in projects that connect them with their on-the-ground audience. For instance, the 2012 initiative 'Mamma Mia' involved conversations with over 240 mothers, 20 grandmothers, and 5 great-grandmothers across 10 global locations. The insights gleaned from this project proved invaluable in enhancing the brand's market understanding.

More recently, during the launch of the 'Haar Ko Harao' campaign, Surf Excel organized a panel discussion exploring societal perspectives on failure and its impact on children. Influencers like Sourav Ganguly, Twinkle Khanna, and Pullela Gopichand shared experiences, emphasizing the importance of viewing failure as a learning opportunity, fostering a pressure-free and happier environment for the younger generation.

Moment-to-Moment Marketing

Surf Excel has consistently reinforced the 'Daag Acche Hain' proposition by aligning itself with contemporary issues. For instance, in 2014, amidst the General Election, they unveiled the campaign 'Agar ungli pe daag lagne se achhi sarkar banti hai, to daag achhe hain' (if a stain on the finger leads to a good government, then the stain is good).

Here, the daag symbolized the ink mark used for voting, encouraging people to exercise their right to vote. Another impactful campaign encouraged young children to unite for a cleaner India and surroundings, strategically launched during the fervor of PM Modi's 'Swachh Bharat Mission.' Surf Excel's engagement with pertinent topics continues to resonate, weaving societal relevance into its brand narrative.

Campaign Expansion

In 2016, Surf Excel introduced #ReadyForLife, an extension of their successful Daag Acche Hai strategy. The two-and-a-half-minute film portrayed a touching story of a mother encouraging her son to pursue his passion for football. Despite facing repeated setbacks in joining the team, the son eventually succeeds and receives new shoes as a reward. Unbeknownst to the mother, he is actually supporting a friend who cannot afford footwear.

Another branch of the advertising campaign, #HaarKoHarao, launched in December 2017, addresses the contemporary parenting challenge of helping children cope with failure. In a society overly focused on achievements, many kids struggle when faced with setbacks. The campaign aims to emphasize that in the process of learning to overcome failure, getting dirty is a positive experience. It reassures parents that failure is not the end but rather the beginning of a new opportunity for growth.

Conclusion

Throughout the years, Surf Excel has successfully become synonymous with "Daag Acche Hai," a campaign that has deeply embedded itself in the hearts and minds of consumers through insightful storytelling intertwined with subtle branding.

The campaign's key strengths lie in two main aspects. Firstly, it features children as central characters, narrating stories with a unique blend of innocence and charm that sets it apart from other detergent brands. Secondly, the campaign strategically aligns itself with impactful stories and causes.

Spanning almost a decade, the "Daag Acche Hai" campaign consistently reaffirms the potency of storytelling. It stands as a testament to the enduring power of narrative in capturing the audience's attention and fostering a lasting connection between the brand and its consumers.