The Marketing Objective
Surf excel is India's most loved laundry brand. It has been built on over a decade of consistent advertising on the brand proposition of Dirt is Good. The philosophy was if "kids get dirty in the act of doing good, then dirt is good. The brand has been built through telling stories of kids demonstrating human values (Integrity, Brotherhood) that would make their mothers proud.
However, over last few years with increasing competition and functional communication approach, Surf Excel's brand equity was eroding. This equity was seeing a downward trend specifically in the core TG base of affluent mothers.
It was imperative for Surf Excel to arrest this decline in equity & maintain its superiority and expertise in the ! crowed laundry space.