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Daag achhe hain ad

CREATIVE BRIEF OF
SURF EXCEL
Background
Surf Excel, launched in 1948 under the brand name Surf. in 1959
launched in India as a first detergent powder. Initially, the brand
was positioned on the clean proposition of washes whitest. Surf
Excel is known for its famous tagline Daag achay hain/Dirt
is good
..We work to create a better future every day
.. We help people feel good, look good and get more out of life
with
brands and services that are good for them and good for others.
Objective
Our brands play a major part in helping us achieve our sustainable
living aims of helping more than a billion people improve their
health and well-being; halving the environmental footprint of our
products and sourcing 100% of our agricultural raw materials
sustainably.
Target audience
Mothers whose children are school going kids.
It basically targets those women who are young mothers within the age
group of 25-30 whose kids age falls between the bracket of 3-7 yrs .
She is a woman who cares for her family a lot
she is a house makes n wants the best for her family specially for her kids
she has a son of 4 yrs n a swt litl daughter of 3 yrs
she has to manage their studies and evrythiung
no matter what she wants the best for her kids
she wants them to grow to b bettr thn others
she doesnt want their to have so protected childhood from these stains
and all that they become dull
she wants them to go out play n njoe
bt with proper safety

Key perception
Daag achhe hain-
When children go out to play and get dirty, they don't just collect
stains. They experience life, make friends, share with each other
and learn from each other. This helps them get stronger and get
ready for the world outside.
Surf excel cbuilds an emotional connect through dirt is good.

Competitors
Ariel
Tide
Rin
Wheel
Brite
Express

surf excel
ariel
brite
express
Single-minded proposition
Stain remover
Key consumer insight
I want my kids to grow,play,develop
I dont want these stains to b a hindrance in their growth
I want a detergent that takes all my tension and allows my kids to play
the way they want to.i want them to enjoy their childhood n me being tension free
About the stains as I have a detergent that takes care of it.

Personality
A mother who doesnt want her kids to suffer any disease because
of dirt. She cares for her family n keeps everything clean and
hygenic. She wants her kids to grow and learn but wants to keep
them safe too.
Deliverables
TVCs
Brand activation
TVC of daag achhe hain

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