Surf Excel: Colors of togetherness

Surf excel, a laundry detergent brand, launched a campaign in India to foster 'togetherness' between loved ones during the new normal through the colours of Holi and demonstrate that physical distance shouldn't deter emotional connections between loved ones.

The communication goal

Surf excel has always believed that "if dirt helps instill the right values in children, then dirt is good". Their latest Holi campaign #RangAchhehai (Colors are good) encouraged millions of Indians to celebrate one of their most loved festivals, Holi by 'embracing the dirt without any fear', albeit from the safety of their homes.

The festival of colors can only be enjoyed in large gatherings by dousing each other in colors. However, the global pandemic halted the vibrant celebrations of Holi.

Surf wanted to foster 'togetherness' between loved ones in this 'new normal' through the colors of...

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