New Surf Excel TVC by Lowe Lintas launched

MUMBAI: A new television commercial to promote detergent brand Surf Excel has been launched, which is an extension of its "dirt is good" campaign.

In this campaign, the creative AoR of Surf Excel, Lowe Lintas has focused on the value of righteousness.

The new commercial is set in the context that kids today are exposed to lots of violence and anger and grow up believing that this is the way of life. With this commercial, Surf Excel is trying to demonstrate the value of "righteousness" and how a situation can be turned around without any negative overtones by a child who thinks and behaves differently.

The television campaign will be supported by other media including point of purchase advertising.

In the television commercial, we see a team of young kids engrossed in their post school cricket match, when a team of seniors enter the pitch and bully these kids to leave the ground in the middle of their session.

While a heated brawl is underway between the bowler and a senior, a member of the younger team calmly walks up to the two of them and attempts resolution with reason. On being met with a violent response, the kid then cheekily offers to make peace with the elders by offering them a muddy hug.

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