surf ad review

8/4/2019 Surf Ad Review

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ASIAN SCHOOL OF BUSINESS

MANAGEMENT

Post Graduate Program in Management (PGPM)

ASSIGNMENT

Course Title: Critical analysis of surf excel ad

Submitted to:

Prof. Jaya Gopalkrishnan

Faculty in Advertising & Brand Management

ASBM, BBSR

Submitted by:

Sweety Das Reg. no- PGPM/10-12/58

(Sec-A)



This is an advertisement created by surf-excel as shown in the image



Introduction: Hindustan Unilever Limited introduced Surf in 1959, introducing the first

detergent powder in the country. At that time housewives used laundry soap bars to wash

clothes. Surf offered them significantly better clean clothes with much less effort. The promise of

„superlative whiteness‟ connected consumers and helped to establish the brand. Surf was the

first national detergent brand on Television to effectively educate their consumers on how to use

detergent powders in the bucket for a better wash.

The message through the advertisement: Forgiveness is the idea used in this campaign.

The situation that is used in this ad is very real. Children do play pranks and the boy who

eventually forgives is at a vulnerable stage, with his pants down. When the teacher comes, the

boy could have easily complained but he does not do so.

Content: The ad opens with a group of boys pulling down their fellow schoolmates‟ trousers

and then going on to make fun of the boy. Their fun is short-lived though, as the head mistress of

the school walks in to question the boys about their activities. When she gets no reply, she

further goes on to threaten them about suspension if they don‟t tell her about their activities.

That‟s when the boy, who was being ragged, saves the other boys saying, that he was practicing

for the sack race and that‟s why he was in such a situation. The boy then demonstrates his

actions, by running around in muddy areas leaving the group of boys who pulled his pants down

embarrassed by his action. As the head mistress leaves, the boys then go to apologize and thank

the boy. The ad ends with, the four boys united and shown having a sack race with the voiceover

saying, “Daag ache hai”, but he showed forgiveness that was shown through the use of stains.

Creativeness of the advertisement: This is an advertisement with full of innovative

ideas and creativity. A beautiful thought letting all the mothers know it‟s not a big deal if their

kids get their clothes dirty. The boy saving his friends from the teacher saying they were

practicing for the sack race seems too cute and appealing that we fall prey to the advertisement.

Colour: The four children are playing in a playground with lots of mud which is dark brown in

colour. The children are wearing white uniform and there is a white and red colour building and

lot of greeneries at the background.



Logo: Surf-excel is a prominent detergent brand of Hindustan Unilever Limited. The logo

represents a mark of stain which can be of any kind. But we should not be worried about it

because stains can keep coming in; we have surf excel to get it clean, after all daag ache hain.

Media: The different ways through which surf excel is being advertised are billboards,television, magazines, newspapers, internet advertising, different radio channels, etc.

Positioning: The brand already had the faith of the customers. The new style of promoting the

product through the eyes of the children has added another brunch of customers in the

pocket. Profit making without targeting the rival brand. This particular advertisement has not

only been successful in targeting all the housewives but has actually been quite impressive in

touching the hearts of all the Indian mothers. Be it kids; parents or grandparents all wish to give

their bit of time to the surf excel advertisement- Daag ache hai.

Effectiveness: This is an advertisement that has made everyone feel good; it doesn‟t let

viewers change the channel.

Surf excel has clearly differentiated itself as a premium brand which offers a range of solutions

that deliver top clean performance.

surf ad review

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