Surf Excel’s Advertisement
Hindustan
Unilever Limited introduced Surf in 1959, introducing the first detergent
powder into the country. At the time, housewives used laundry soap bars to wash
clothes. Surf offered them significantly better clean, with much less effort.
The promise 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 effectively
educate 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 Hain” advertising 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 an apology. After a time and a lot of mud on his uniform, he stands
up and says, “Sorry bola.” The narrator then removes all apprehensions of dirt
and stains and says, “Daag Acche Hain.”
This
advertisement is universally well-loved. This is so because it does a lot of
things right. It makes use of children’s appeal to get the advertising message
across.
The
advertisement does what seldom others do – cater to the emotions and sentiments
of the viewers – and succeeds with it. Not only do the children lower your
guard to the advertisement, but the story, too, warms the heart of the viewers.
The
advertisement generates a sense of bonding. Viewers without siblings, too, can
relate to the advertisement and the actions of the little boy. The
advertisement also exudes certain warmth that reflects itself in the viewers.
The
advertising mantra, AIDA, is strictly adhered to. This is one of the reasons
for its success. By showing a little boy and girl, the advertisement draws the
attention of the viewers. When the little girl falls into the puddle and starts
to cry, it creates interest in the minds of the viewers. When the tagline is
spouted, it builds, in the viewers, a desire to know more. This desire often
leads to action.
Although
there is no obvious targeting, it is done so through indirect means. Most
mothers are concerned when their children come home in dirty and messy clothes.
This advertisement, not only sends out the message that Surf Excel will help
you was them out, but that also there is no need to fear stains.
Although
the advertisement does not centre on the product or brand, both are remembered.
The product and brand are subtly introduced to the viewers such that it
sub-consciously enters their minds without any jarring highlights on the
product or brand.
This
advertisement also does what the majority do not. It focuses on the people
rather than the product. The sentiments, actions and emotions of the people are
highlighted and showcased throughout the advertisement in one form or another.
The product is kept discreetly tucked away and does not overpower the
commercial.
Although
Surf Excel is a premium brand, this advertisement caters to all the income
grades and all classes of people, across age groups. The brand and product are
positioned as accessible to all people, whoever and however they may be. The
brand image created through this advertisement is phenomenal.
The
advertisement leaves people with a warm feeling. This feeling also transfers to
the product and brand. Thus, this advertisement can definitely be called and
advertising success.
-Unknown Source
-Unknown Source
This is dummy text. It is not meant to be read. Accordingly, it is difficult to figure out when to end it. But then, this is dummy text. It is not meant to be read. Period.
ConversionConversion EmoticonEmoticon