Surf Excel celebrates Ramazan with #madadekibadat

MUMBAI: “Kisi ki madad karna bhi ek ibadat hai. Aur agar madad karne mein daag lag jaye, toh daag acche hai” -- is the message Surf Excel is conveying in the holy month of Ramazan.

The cute factor of Surf Excel campaigns with kids staining their clothes is something that we have always seen in its campaigns with the signature phrase 'Daag Acche Hai’, but this time Surf Excel’s all new campaign has touched the chords of many hearts as innocent kids go out of their way to help an old samosa seller in need highlighting and bringing in #madadkiibadat.

The advertisement tagged #madadekibadat has been conceptualised by Lowe Lintas and produced by Absolute Productions. It is shot in Old Delhi. The campaign has gone viral on digital platforms owing to its feel good factor. The advertisement is directed by Vasan Mala and music is by Hanif. It was released only on digital platforms on June 10. Apart from India, the campaign is garnering eyeballs in Pakistan as well; the brand is planning to launch the campaign internationally.

“Surf Excel wished to create something with the divine feel of Ramadan, and the creative team of Lowe Lintas developed the story around it. We tried creating a story that people will connect to. We wanted to convey the true spirit of the holy month.” said Lowe Lintas CCO Arun Iyer.

The 2 minutes 20 seconds video starts with three adorable kids celebrating Ramazan evening by breaking their fast at Iftaar. In between the celebrations, where some people just pass by a broken cart of an old samosa seller, the three kids decide to go out of their way and help the old man. In their shiny new kurtas, they pick the samosa cart and run around to sell them; and manage to bring smile on everyone’s faces leaving the strong message that the festival is about helping others. Their mother is shown in the end with a proud smile. After all, if you stain your clothes while helping someone, then stains are good; Daag Acche Hai.

The vision came from pulling out a story that can touch viewer’s heart. The essence of the holy month of Ramazan is cleansing the souls and actions of people. The video reflects that perfectly - kids who could just carry on with their own evening, but instead decide to help an old man. That is a very strong message for people to realise that goodness and helping others is the true prayer. The makers of the video also explained that samosas and jalebis are very popular for Iftaar, which is another factor in developing a story like #madadekibadat.

Ad campaigns have seen a turn over with digitalization where 30 seconds adverts have stretched to 1-2 minutes short films. There are many recent well received campaigns which have appealing stories to tell and emphasise on a message rather than just promoting the product in conventional ways. Brands have turned to narrating stories around the inspiration of the product, which can leave a greater impact on consumer. The same formula has worked for #madadekibadat campaign. The human emotion of helping in the holy month is what consumers are connecting with. Despite the hassle of cleaning stains, a mother is happy because of the gesture her child made.

The agency seems very confident about the connection the story has with its viewers, and that the viewers will take it forward. It claims that the video had 21,000 shares and 142,586 views after going live.

Commenting on the kids’ factor of Surf Excel advertisements, Iyer said, “The brand is planning to stick to children as they are the ones with most stained clothes. Even in the present campaign, both factors have connected the audiences with the goodness of the holy month and innocence of kids”.

About making campaigns relevant to festivals, agency clarified it is not very focused on occasions but stories which will stay with people.

Latest Reads
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories