Surf Excel: Giving the fight against dirt a karmic perspective

Laundry detergent Surf reframed its ‘Dirt is Good’ positioning to appeal to Indian consumers through commercials showcasing its brand values.

Campaign details:

Brand: Surf ExcelAgency: Lowe LintasCountry: India

Challenge and business objectives

Over the years, the battle between the leading players in the detergent market had resulted in rather boring and monotonous communications. Major players, like Surf and Ariel, essentially concentrated on product efficacy alone – their ability to make whites brighter, remove the toughest stains and so on. Needless to say, no one was able to create any real differentiation.

In the meantime, almost to make matters worse for us, a landmark category disruption took place. ‘Dirt is Good’ became the global brand platform...

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