Surf Excel: When India made time for playtime

Marketing company MindShare India increased social media views and engagement for Surf Excel, a clothes detergent brand, by associating their product with covid-safe outdoor play.

The communication goal

The apocalypse of covid-19 left no one untouched. While the world had 'real' problems to solve, like economic disaster, hospital infrastructure, vaccine development and more, individual households were also facing problems that were extensively spoken about like increased work stress, household chores, unavailability of necessary goods and services. Amid all of this, something really important went unheard - the voices of our little ones. Surf Excel, a brand that has always spoken through the lens of kids and has believed that if in the process of doing something good, one gets dirty, then the dirt is good...

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