Brand : Surf excel
Agency : Lowe
Baseline : Dag Ache hain " Dirt is good"
Brand Count : 3
Surf has been in the market for a long time and has effectively managed its product life cycle with the help of product innovations and great marketing strategy.
The recent campaign of surf excel with the base line that says "Dirt is good" comes as a pleasant surprise to the Indian consumers
We were associating Dirt with Bad. Advertisers too had established dirt with some thing to avoid at all costs.
Even our cricketers seldom dive in the field because it would soil their white dress and we have seen our Cricket players, sorry Cricket models escorting ball to the fence in their spotlessly clean dress. Dag ache nahin hain!!!!
I am not sure why HLL tries to shock the public by saying that dirt is good, may be it is to shock the public and we are pleasantly shocked.
This campaign has a huge significance. It says
It is ok to soil your clothes
It is ok to play in the mud
It is OK to enjoy life
Surf excel hai na!
There are innumerable spin offs that surf can do with this campaign . I will say that after " Lalithaji" ,This is the next "BIG IDEA......
Hats off to Levers and Lowe
Key words : Brand, Positioning, Marketing strategy, Indian Brands.