Surf Excel : Consumer Perception

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Daag Achhe Hai Campaign-Storyline
The storyline is this: Two cutekids; a brother and sister going to school. Sister reciting numbers, as to how bigger number 2 isover number 1 and suddenly she falls in a puddle. She starts crying and points her fingers to thepuddle. The annoyed brother goes and literally hits the puddle asking it not to repeat to hissister (the result is so many stains on his and his sisters clothes). He then says (after obviouslytired beating the water) to his sister that the puddle is saying sorry. The sibling says okaay fineleave it. This fella turns back says ."never repeat this to her."

ROI
RELEVANCE:
Daag-The Enemy of Mummy, Daag-The Irreversible, Daag-The scolding and Daag-TheThreatening Warning. All these reflect the The Norm that prevailed dominantly a few yearsago, but surf Excel came up with its creative ad DAAG-Achche Hai, and what was dreadful,nightmare for all the moms turned into nothing more than two pinches or may be a three of SURF Excel. Isnt it like the one strike of the blacksmith to a hundred of the goldsmiths?Dirt which is associated as bad, but the tagline of the ad goes like this: Daag achhe hain or 'dirtis good.'Suddenly moms will start relate it to their life. They will startthinking that my kids come with the dirt but at the same timethey are learning so much in life. Through cooking to canvaspainting to pottering creating masterpiece is always better whenyou can get thoroughly messy in the process. And moms willstart integral to the development of a child and hence will let her kids go out, play, learn and becomea genius. No matter if at the end of the day her genius comes with clothes full of stains. She willwelcome her genius kid with a big lovable smile because she will have a positive feeling abouther child getting all rounder.She will imagine her child to be a painter if the cloths are stained with colors. She instead of scolding will say koi baat nahi beta-Daag acche hai. So the ad gives a...
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