While all brands are trying to use germ-killing or protection feature in their product in one way or the other, Surf Excel has a different take on the pandemic. In the latest ad, the brand takes the time tested "Dirt is Good" campaign to a different level linking the lockdown effect on the pandemic. In a clever move, the brand has used a family bonding theme to further the brand's positioning.
A powerful positioning platform helps the brand to mould it to suit various environmental changes. Be it consumer behaviour changes or changes caused by the external environment. Dirt is Good is such a positioning platform which offers excellent creative flexibility to the agency to respond to these changes. The agency has done exactly that with Surf Excel. Surf is in a position where it need not talk about its functional attributes. That is the reason why the brand has taken an emotional position. The current ad brings the brand's relevance in this tested times aiding awareness and salience factors.
