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<ul><li><keyword id="270001" type="General" weightage="80" keywordseo="surf-excel" source="Orion">Surf Excel</keyword>’s ‘<keyword id="10994328" type="General" weightage="20" keywordseo="daag-acche-hain" source="Orion">Daag Acche Hain</keyword>’ was conceptualised by <keyword id="274876" type="General" weightage="20" keywordseo="lowe-lintas" source="Orion">Lowe Lintas</keyword> in 2005 and the brand has made us look beyond the obvious through each of its advertisements since then.</li><li>This Holi, we look back at <keyword id="37850" type="General" weightage="100" keywordseo="daag" source="Orion">Daag</keyword> Acche Hain’s evolution and its popular advertisements.</li></ul>Every year, during the Hindu festival of Holi, detergent brand Surf Excel drops a campaign that never fails to win our hearts. Holi is one of the most important occasions for the brand as it brings an opportunity for Surf Excel to talk about colorful stains and celebrate togetherness. Over the years, through its core message of ‘Daag Acche Hain,’ Surf Excel has tried to mirror the ever-changing socio and political issues in its campaigns and reminded us that the most powerful virtue is kindness. It has been able to carve a niche for itself in the market through this powerful proposition. Its latest Holi advertisement is about keeping your inner child alive. The heart-warming campaign shows a little girl who reminds her aunt how to bring back colours into her life. <div type="Youtube" id="Y1MdAxeRgz8" title="Surf excel Holi 2022 | Jo rang bachpan lautaye, woh #RangAchheHain" thumbUrl="https://i.ytimg.com/vi/Y1MdAxeRgz8/mqdefault.jpg"></div> The spirited child protagonist is seen playing colours with her friends when she notices her aunt setting the table of colours and sweets, and enjoying their game, subconsciously wanting to join in. When the little girls insists that her aunt join them, the aunt moves away, saying it’s not her age to play like them. As the girl watches her aunt consciously throw away the colours she had unconsciously picked up in her palms, she covers herself with the colours and runs to her aunt for a hug. This action imprints the aunt’s clothes with a colourful silhouette of the child. Pointing towards the imprint, the girl suggests that this child could play with them. The heart-warming message “Jo rang bachpan lautaye, woh rang achhe hain” makes us examine the boundaries that keep us away from finding the joy of keeping our childhood alive. Daag Acche Hain’s evolution It came at a time when advertising in the detergent category was limited to its functional aspects of cleaning and adding fragrance to your clothes. Surf Excel, in association with Lowe Lintas, thought of moving away from this functional proposition in 2005. The company already had a campaign ‘Dirt is good’ running in Brazil which was conceptualised by BBH, and ‘Daag Acche Hain’ was an extension of this proposition in India, with a desi twist. In the 80’s, Surf Excel (then Surf) was carried forward by an iconic character ‘Lalitaji.’ The white sari-clad woman educated the audience about the difference between cheap and effective products. Surf’s Lalitaji was also an answer to rival Nirma’s catchy and evergreen ‘Hema, Rekha, Jaya aur Sushma’ campaign. <div type="Youtube" id="ALxiXkHxqCc" title="Surf Excel Lalitaji" thumbUrl="https://i.ytimg.com/vi/ALxiXkHxqCc/mqdefault.jpg"></div> In 2012 came ‘Dhondte Reh Jaoge’ starring a woman in a white sari again, she tells us her husband that he would have to really look for the ‘daag’ once she washes his stained shirt with Surf Excel. He stains his shirt as his kids’ carromboard’s coin hits his Samosa. He blames the wife for spoiling ‘her kids’ and she cleans his stain with a handkerchief for him. <div type="Youtube" id="sbxP8IGj_x4" title="Surf Excel Dhondte Reh Jaoge" thumbUrl="https://i.ytimg.com/vi/sbxP8IGj_x4/mqdefault.jpg"></div> It is only now that detergent brands have woken up to realise that household chores are equally a man’s job. Until the early 20’s, detergent brands were only targeting women and portraying them as nurturers of the family, who didn’t have the agency to make a decision for themselves. Women were seen as someone’s wife or mother, who is supposed to be a good role model for her family by taking care of them, even raise her husband like a baby who can’t wipe a stain off his shirt himself. Before Daag Acche Hain, stains were just stains that people would think about washing away because, who likes dirt on them? Bollywood has also compared Daag with women’s ‘pride’ and for a long time, had us believe that stains cannot be washed away, especially if you are a woman. Surf Excel, on the other hand, made us accept our flaws and reminded us that flaws make humans, humans. Through its metaphorical campaigns, it said stains are only temporary and with just one attempt, relationships can be mended and differences are washed away. (It also subtly comments on our country’s poor infrastructure where you can manage to find a puddle anywhere you look). While it was easy for Surf Excel to walk away from this stereotypical representation of women because they cast kids, Daag Acche Hain was still like a fresh breath of air that didn’t push career-oriented women down a guilt trip. Surf Excel’s first ‘Daag Acche Hain’ ad featured two siblings. The little sister steps into a puddle and starts to sob. Seeing her little sister upset, the big brother does what any desi parent would do if an inanimate object hurt their kids. Hit it. He also apologises on behalf of the puddle and this innocence, we are certain, does not fail to bring a smile to your faces even today. The ad concludes with a voice over, “Daag lagne se agar kuch accha hota hai, toh daag acche hai na? (If something good comes out of staining, stains are good).” <div type="Youtube" id="7D3rvf9WvEw" title="Surf Excel TVC" thumbUrl="https://i.ytimg.com/vi/7D3rvf9WvEw/mqdefault.jpg"></div>Below are a few campaigns and the common themes Daag Acche Hain has used over the years: Using your privilege to help out those who aren’t as lucky: <div type="Youtube" id="GV2TsgY2uw4" title="Surf Excel Ramazan 2017 | #NekiEkIbadat" thumbUrl="https://i.ytimg.com/vi/GV2TsgY2uw4/mqdefault.jpg"></div> <div type="Youtube" id="iVkZsFGF4ls" title="Surf Excel #AbLagRahiDiwali - Share the Joy of Diwali with Everyone!" thumbUrl="https://i.ytimg.com/vi/iVkZsFGF4ls/mqdefault.jpg"></div> <div type="Youtube" id="C-jPrQzvE9E" title="Are your kids #ReadyForLife?" thumbUrl="https://i.ytimg.com/vi/C-jPrQzvE9E/mqdefault.jpg"></div> Helping others out <div type="Youtube" id="tNE3l2LPiEY" title="Surf Excel &quot;Dog&quot;" thumbUrl="https://i.ytimg.com/vi/tNE3l2LPiEY/mqdefault.jpg"></div> <div type="Youtube" id="FbXHbvnNZ7s" title="Surf Excel Classroom 2011, My New Friend" thumbUrl="https://i.ytimg.com/vi/FbXHbvnNZ7s/mqdefault.jpg"></div> Surf Excel’s colourful relationship with Holi Holi is a natural fit for Surf Excel. We all stain our clothes while celebrating this festival of colours and the brand has never missed this opportunity to replug ‘Daag Acche Hain.’ Surf Excel’s Holi ad from 2019 titled ‘Rang Laaye Sang’ had evoked a controversy. As its beautiful Ramadan ads, Surf Excel had chosen to portray Hindu-Muslim harmony in 2019. The only difference, however in 2019, was the political scenario. Surf Excel’s minute-long Holi ad ‘Rang Laaye Sang’ (colours bring people together) featured two kids, a Hindu girl and a Muslim boy. The girl dressed in white, rides on a bicycle and challenges neighbourhood kids to splash her with Holi colours. It is later revealed that it was in order to protect her Muslim friend who had to go to a nearby mosque for prayers. As she drops her friend at the mosque, she said, “I will colour you later” and he agrees, with a bright on his face. However, Twitterati took the ad rather badly and said that the ad portrayed Hindus in a bad light and promoted “Love Jihad.” <div type="Youtube" id="Zq7mN8oi8ds" title="Surf Excel Holi 2019 | This Holi, let colours bring us together!" thumbUrl="https://i.ytimg.com/vi/Zq7mN8oi8ds/mqdefault.jpg"></div> However, the last two years have been unusual. We haven’t celebrated Holi like we did before the pandemic hit our country. We don’t get to see our relatives, play Holi or cherish sweets together like we used to. So, in 2021, Surf Excel showed the audience how to play Holi while maintaining a safe distance from their loved ones. <div type="Youtube" id="MocKmftqNI8" title="Surf excel Holi 2021 | Jo dilon ko paas laayein, woh #RangAchheHain" thumbUrl="https://i.ytimg.com/vi/MocKmftqNI8/mqdefault.jpg"></div>

From promoting religious harmony to urging the audience to keep their inner child alive, how Surf Excel’s Daag Acche Hain has evolved over the years

<ul><li>Surf Excel’s ‘<keyword id="10994328" type="UNKNOWN" weightage="20" keywordseo="daag-acche-hain">Daag Acche Hain</keyword>’ is one of the most loved campaigns in India.</li><li>It was conceptualised by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword> in 2005 and the brand has made us look beyond the obvious through each of its advertisements since then.</li><li>Holi is one of the most important occasions for the brand as it brings an opportunity for Surf Excel to talk about colorful stains and celebrate togetherness.</li><li>With Holi around the corner, we speak to Prabha Narasimhan, Executive Director and VP – Home Care, South Asia, Hindustan Unilever Ltd, to discuss Surf Excel’s evolution from Lalitaji to Daag Acche Hain.</li></ul>Surf Excel’s Daag Acche Hain came at a time when advertising in the detergent category was limited to its functional aspects of cleaning and adding fragrance to your clothes. Surf Excel, in association with Lowe Lintas, thought of moving away from this functional proposition in 2005. The company already had a campaign ‘Dirt is good’ running in Brazil which was conceptualised by BBH, and ‘Daag Acche Hain’ was an extension of this proposition in India, with a desi twist. In the 80’s, Surf Excel (then Surf) was carried forward by an iconic character ‘Lalitaji.’ The white sari-clad woman educated the audience about the difference between cheap and effective products. Surf’s Lalitaji was also an answer to rival Nirma’s catchy and evergreen ‘Hema, Rekha, Jaya aur Sushma’ campaign. <div type="Youtube" id="ALxiXkHxqCc" title="Surf Excel Lalitaji" thumbUrl="https://i.ytimg.com/vi/ALxiXkHxqCc/mqdefault.jpg"></div> In 2012 came ‘Dhondte Reh Jaoge’ Starring a woman in a white sari again, she tells us her husband that he would have to really look for the ‘daag’ once she washes his stained shirt with Surf Excel. He stains his shirt as his kids’ carromboard’s coin hits his Samosa. He blames the wife for spoiling ‘her kids’ and she cleans his stain with a handkerchief for him. <div type="Youtube" id="sbxP8IGj_x4" title="Surf Excel Dhondte Reh Jaoge" thumbUrl="https://i.ytimg.com/vi/sbxP8IGj_x4/mqdefault.jpg"></div> It is only now that detergent brands have woken up to realise that household chores are equally a man’s job. Until the early 20’s, detergent brands were only targeting women and portraying them as nurturers of the family, who didn’t have the agency to make a decision for themselves. Women were seen as someone’s wife or mother, who is supposed to be a good role model for her family by taking care of them, even raise her husband like a baby who can’t wipe a stain off his shirt himself. Before Daag Acche Hain, stains were just stains that people would think about washing away because, who likes dirt on them? Bollywood has also compared Daag with women’s ‘pride’ and for a long time, had us believe that stains cannot be washed away, especially if you are a woman. Surf Excel, on the other hand, made us accept our flaws and reminded us that flaws make humans, humans. Through its metaphorical campaigns, it said stains are only temporary and with just one attempt, relationships can be mended and differences are washed away. (It also subtly comments on our country’s poor infrastructure where you can manage to find a puddle anywhere you look). While it was easy for Surf Excel to walk away from this stereotypical representation of women because they cast kids, Daag Acche Hain was still like a fresh breath of air that didn’t push career-oriented women down a guilt trip. Surf Excel’s first ‘Daag Acche Hain’ ad featured two siblings. The little sister steps into a puddle and starts to sob. Seeing her little sister upset, the big brother does what any desi parent would do if an inanimate object hurt their kids. Hit it. He also apologises on behalf of the puddle and this innocence, we are certain, does not fail to bring a smile to your faces even today. The ad concludes with a voice over, “Daag lagne se agar kuch accha hota hai, toh daag acche hai na? (If something good comes out of staining, stains are good).” <div type="Youtube" id="7D3rvf9WvEw" title="Surf Excel TVC" thumbUrl="https://i.ytimg.com/vi/7D3rvf9WvEw/mqdefault.jpg"></div> Sharing the campaign’s purpose, Prabha Narasimhan, Executive Director &amp; VP – Home Care, South Asia, Hindustan Unilever Ltd, said, “Surf Excel is one of the most loved brands in India, and for over fifteen years, we have stayed consistent to our brand philosophy of ‘Daag Achhe Hain’ or ‘Dirt is Good.’ Surf Excel’s communication platform evolves from this philosophy and shows children getting dirty in the process of doing something good and demonstrating good values. By ridding parents of their worry of stains, we become partners in enabling their children to learn (while getting dirty), thus becoming truly meaningful in their lives. Our purpose-led philosophy is in line with our company’s belief and commitment to building brands with purpose.” Since 2005, all of Surf Excel’s ads have chosen kids as their portaganist. Telling us why the brand casts kids in their ads, Narasimhan said, “We believe that children should have the freedom to get dirty, because its only then that they can truly learn and develop. And if kids get dirty in the process of doing something good, then dirt is good.” Below are a few campaigns and the common themes Daag Acche Hain has used over the years: Using your privilege to help out those who aren’t as lucky: <div type="Youtube" id="GV2TsgY2uw4" title="Surf Excel Ramazan 2017 | #NekiEkIbadat" thumbUrl="https://i.ytimg.com/vi/GV2TsgY2uw4/mqdefault.jpg"></div> <div type="Youtube" id="iVkZsFGF4ls" title="Surf Excel #AbLagRahiDiwali - Share the Joy of Diwali with Everyone!" thumbUrl="https://i.ytimg.com/vi/iVkZsFGF4ls/mqdefault.jpg"></div> <div type="Youtube" id="C-jPrQzvE9E" title="Are your kids #ReadyForLife?" thumbUrl="https://i.ytimg.com/vi/C-jPrQzvE9E/mqdefault.jpg"></div> Helping others out <div type="Youtube" id="tNE3l2LPiEY" title="Surf Excel &quot;Dog&quot;" thumbUrl="https://i.ytimg.com/vi/tNE3l2LPiEY/mqdefault.jpg"></div> <div type="Youtube" id="FbXHbvnNZ7s" title="Surf Excel Classroom 2011, My New Friend .mp4" thumbUrl="https://i.ytimg.com/vi/FbXHbvnNZ7s/mqdefault.jpg"></div> It further extended the campaign with #HaarKoHarao, reminding the kids who deal with exam pressure that failure is a part of life. <div type="Youtube" id="g4-BsyNLq1A" title="Surf excel: The Falling Test - A Social Experiment" thumbUrl="https://i.ytimg.com/vi/g4-BsyNLq1A/mqdefault.jpg"></div> <div type="Youtube" id="YicuKTFPxX0" title="Surf Excel: Daag Achhe Hain - #HaarKoHarao" thumbUrl="https://i.ytimg.com/vi/YicuKTFPxX0/mqdefault.jpg"></div> Surf Excel’s colourful relationship with Holi Holi is a natural fit for Surf Excel. We all stain our clothes while celebrating this festival of colours and the brand has never missed this opportunity to replug ‘Daag Acche Hain.’ “Holi is one of the biggest and most loved festivals in our country, and a natural fit with our philosophy. We have been able to create a strong emotional connect with our audiences through our Holi campaigns in the last two years,” said Narasimhan. Surf Excel’s Holi ad from 2019 titled ‘Rang Laaye Sang’ had evoked a controversy. As its beatiful Ramadan ads, Surf Excel had chosen to portray Hindu-Muslim harmony in 2019. The only difference, however in 2019, was the political scenario. Surf Excel’s minute-long Holi ad ‘Rang Laaye Sang’ (colours bring people together) featured two kids, a Hindu girl and a Muslim boy. The girl dressed in white, rides on a bicycle and challenges neighbourhood kids to splash her with Holi colours. It is later revealed that it was in order to protect her Muslim friend who had to go to a nearby mosque for prayers. As she drops her friend at the mosque, she said, “I will colour you later” and he agrees, with a bright on his face. However, Twitterati took the ad rather badly and said that the ad portrayed Hindus in a bad light and promoted “Love Jihad.” <div type="Youtube" id="Zq7mN8oi8ds" title="Surf Excel Holi 2019 | This Holi, let colours bring us together!" thumbUrl="https://i.ytimg.com/vi/Zq7mN8oi8ds/mqdefault.jpg"></div> However, years 2020 and 2021 have been unusual. We haven’t celebrated Holi like we did before the pandemic hit our country. We don’t get to see our relatives, play Holi or cherish sweets together like we used to. So, this year, Daag Acche Hain was about being together from a distance. <div type="Youtube" id="MocKmftqNI8" title="Surf excel Holi 2021 | Jo dilon ko paas laayein, woh #RangAchheHain" thumbUrl="https://i.ytimg.com/vi/MocKmftqNI8/mqdefault.jpg"></div> Explaining the idea behind the latest ad, Narasimhan said, “This year is a bit different as we are all still reeling from the effects of the pandemic, which has created both physical and emotional distances. Addressing the emotional needs of the vulnerable segment of population, the ad shows how a young boy endeavors to include the elderly in the festive fervor through a simple yet creative way of making colors reach where hands cannot. It is a natural extension of our brand philosophy of ‘Daag achhe hain’, in which we have always shown children getting dirty while doing good deeds and demonstrating good values. We do hope that people are inspired to find their own unique ways to connect with their families this festive season.” “And our current Holi campaign takes forward its unique 'Daag Acche Hain' brand proposition and continues to use colours as a medium of ‘togetherness’. This year, it shows how the colours of Holi can help bridge emotional distances and bring hearts closer, despite physical distancing,” she added. Over the years, Surf Excel has tried to mirror the ever-changing socio and political issues in its campaign and reminded us that the most powerful virtue is kindness. It has been able to carve a niche for itself in the market through this powerful proposition. <div type="Article" hostid="261" msid="75422860" title="#BTSwithInsiders: Arun Iyer on how Surf Excel’s ‘Daag Acche Hain’ came into being" mstype="2" mssubtype="0"></div>

How Surf Excel’s Daag Acche Hain has evolved over the years

<ul><li>Holi's much-awaited campaign is here. </li><li>Addressing today’s emotional need of connecting with our loved ones, Surf Excel's campaign narrates a heart-warming story of an emotional bond created using Holi colours. </li></ul>The pandemic had isolated all sections of the society last year. It struck at the very heart of what makes us human – our social and emotional connection with one another. Even though lives seem to be going back to normal slowly, certain vulnerable segments of the society like elderly and senior citizens continue to remain socially distant for safety. And while we all want to visit our loved ones, this has been hard given the risks associated with travelling and socializing. For our elders, this also means that they have been deprived of the emotional and social warmth of being close to their families for a long time. Surf Excel’s latest Holi campaign takes forward its unique 'Daag Achhe Hain' brand proposition and continues to use colours as a medium of ‘togetherness’. This year, it shows how the colours of Holi can help bridge emotional distances and bring hearts closer, despite physical distancing. <div type="Youtube" id="MocKmftqNI8" title="Surf excel Holi 2021 | Jo dilon ko paas laayein, woh #RangAchheHain" thumbUrl="https://i.ytimg.com/vi/MocKmftqNI8/mqdefault.jpg"></div>Surf Excel’s latest campaign #RangAchheHain shows a heart-warming gesture by an innocent boy who wishes to include his friend Rancho, an elderly neighbor, in the Holi celebrations. On realizing that Rancho cannot be included in the festivities like everyone else, he decides to have his own ingenious yet responsible celebration with Rancho. The TVC builds the emotional quotient as the boy says, ‘Mere haath nahi pahunchenge, isliye rang pahuncha diye." The ingenuity of the boy and his empathy towards Rancho brings alive the true spirit of Holi and demonstrates that physical distance should not deter emotional connections, a fact vividly showcased in the ad. Commenting on the launch of the campaign, Prabha Narasimhan, Executive Director &amp; VP – Home Care , South Asia, <keyword id="87377" type="DOMAIN" weightage="20" keywordseo="Hindustan-Unilever-Ltd">Hindustan Unilever Ltd</keyword>, said, “Holi is one of the biggest and most loved festivals in our country and we have been able to create a strong emotional connect with our audiences through our Holi campaigns in the last two years. This year is a bit different as we are all still reeling from the effects of the pandemic, which has created both physical and emotional distances. Addressing the emotional needs of the vulnerable segment of population, the ad shows how a young boy endeavors to include the elderly in the festive fervor through a simple yet creative way of making colors reach where hands cannot. It is a natural extension of our brand philosophy of ‘Daag achhe hain’, in which we have always shown children getting dirty while doing good deeds &amp; demonstrating good values. We do hope that people are inspired to find their own unique ways to connect with their families this festive season." Talking about the conceptualization of the campaign, <keyword id="92519" type="PERSON" weightage="20" keywordseo="Carlos-Pereira">Carlos Pereira</keyword>, Creative Director, said, “The campaign continues to build on the theme of how “Holi colours can bring people together”. But this year, given the new rules of engagement due to the pandemic, it was important to also showcase how Holi can be celebrated in a responsible manner. The campaign reflects on how colours can be a medium for fostering emotional togetherness, even though there may be physical distance between us.” The campaign will be live from 1st March across TV, digital &amp; outdoor media.This Holi don’t forget to spread cheer around because ‘Jo dilon ko paas laaye, woh rang achhe hain’!

Surf Excel is back with its Holi special 'Daag Achhe Hain' ad; this time, it talks about how colours can bridge emotional distances

<ul><li><keyword id="270001" type="General" weightage="20" keywordseo="Surf-Excel" source="Orion">Surf Excel</keyword> has launched it annual <keyword id="12076094" type="General" weightage="20" keywordseo="holi" source="Orion">Holi</keyword> campaign and this year it wants people to celebrate their inner child.</li><li>The brand wants to send out the message that ‘acting your age’ is all about preconceived notions. The campaign wants to inspire its audience to keep their inner child alive and give into playful impulses, age no-bar.</li></ul>Surf excel is back with a Holi campaign bolstering its unique 'Daag Achhe Hain' brand proposition. <div type="Youtube" id="Y1MdAxeRgz8" title="Surf excel Holi 2022 | Jo rang bachpan lautaye, woh #RangAchheHain" thumbUrl="https://i.ytimg.com/vi/Y1MdAxeRgz8/mqdefault.jpg"></div> Growing older comes with a myriad of responsibilities. It also comes with pre-conceived notions of ‘acting your age’. What you should or should not be doing, in order to fit into the propriety structures that we have been conditioned towards. But we occasionally find ourselves spontaneously reminded of the days of climbing trees, splashing in rain puddles, or hiding colours in our pockets to stealthily include someone into our Holi celebrations. It is indeed the moments of letting the inner child out in spontaneous abandon that make our lives fuller. With the festival of colours fast approaching, The new 360 campaign shows a heart-warming gesture by a little girl to include her aunt in the buoyant celebration amongst children. The spirited child protagonist is seen playing colours with her friends when she notices her aunt setting the table of colours and sweets, and enjoying their game, subconsciously wanting to join in. When the little girls insists that her aunt join them, the aunt moves away, saying it’s not her age to play like them. As the girl watches her aunt consciously throw away the colours she had unconsciously picked up in her palms, she covers herself with the colours and runs to her aunt for a hug. This action imprints the aunt’s clothes with a colourful silhouette of the child. Pointing towards the imprint, the girl suggests that this child could play with them. The heart-warming message “Jo rang bachpan lautaye, woh rang achhe hain” makes us examine the boundaries that keep us away from finding the joy of keeping our childhood alive. Commenting on the launch of the campaign, <keyword id="7230683" type="General" weightage="20" keywordseo="Prabha-Narasimhan" source="Orion">Prabha Narasimhan</keyword>, Executive Director, Home Care, <keyword id="87377" type="General" weightage="20" keywordseo="hindustan-unilever-ltd" source="Orion">Hindustan Unilever Ltd</keyword>, said, “This year we wanted to steer our ‘Daag Achhe Hain’ towards bringing the inner child within each of us to life, and experiencing the joy of child-like abandon. With our latest TVC campaign we aim to strike an emotional chord in a slice-of-life context that appeals to every adult. While the context in the film is that of Holi, the message is an all-pervasive one. We hope our consumers connect with it as much as we did while conceptualising it.”

Through its latest Daag Acche Hain campaign, Surf Excel wants you to keep your inner child alive

<ul><li><keyword id="270001" type="COMPANY" weightage="20" keywordseo="Surf-Excel">Surf Excel</keyword>'s 'Daag Acche Hain' was a unique proposition from a detergent brand back in 2005 when all other brands were simply talking about how to get rid of 'ziddi daag'.</li><li>The first 'Daag Acche Hain' ad featuring two siblings was conceptualized by <keyword id="274876" type="PERSON" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword> and aimed at presenting a different proposition, in an attempt to stand out in the category.</li><li><keyword id="185767" type="PERSON" weightage="20" keywordseo="Arun-Iyer">Arun Iyer</keyword>, the brain behind the ad, shares some heart-warming anecdotes from the making of the campaign. </li></ul>Over the years, Surf Excel has evolved its communication with changing times. While in the eighties, it was the iconic Lalitaji educating people about the perks of buying the detergent with ‘Surf ki khreedari mein hai samajhdaari’, the brand later came up with ads like ‘Dhundhte reh jaoge’ and ‘Surf Excel hai na’, that spoke about what made the brand special and most effective. It was in 2005 that we were introduced to the cute siblings, one of who slips on a puddle, and the other, who then punishes the puddle for hurting his sister. That’s when Surf Excel’s ‘Daag Acche Hain’ came into being. The brand already had a campaign ‘Dirt is good’ running globally, and ‘Daag Acche Hain’ was an extension of this proposition, while Indianizing it. In India, the campaign was conceptualized by Lowe Lintas. We spoke to Arun Iyer, the brain behind the campaign on our latest episode of #BTSwithInsiders, to unearth some never-heard-before stories behind the ad and he did not disappoint. While the campaign was launched in 2005, the groundwork had been done in 2004, shares Iyer, who was working on Surf Excel since 2003. “At that point of time, we were trying out a bunch of things because the brand’s growth had stagnated. The competition was coming down heavily, Ariel was doubling down on India and there was a lot of stuff happening in the category at that point in time. At the same time, ‘Dirt is Good’ had been launched in Brazil and there were attempts to bring it to India in various forms but it didn’t really resonate with people here because in India, dirt isn’t necessarily a good thing,” he shares. In 2004-2005, <keyword id="521074" type="PERSON" weightage="20" keywordseo="Gopal-Vittal">Gopal Vittal</keyword>, who is now the CEO of Airtel, along with <keyword id="1557780" type="PERSON" weightage="20" keywordseo="Sudhir-Sitapati">Sudhir Sitapati</keyword>, Executive Director, Foods &amp; Refreshment, Hindustan Unilever Limited, were a part of the brand. It was Vittal who said that talking about values could work because mothers want to instill values in children. “It is also during this time that children stop sharing what’s going on in their lives with their mothers.When they come back home, the stories are actually carried by the stains. You can make out what’s transpired through the stains. We realized that behind every stain there’s a beautiful story and that was the starting point,” says Iyer. However, it still took the team sometime to come up with the perfect story. “We came up with alot of stories until one day, it was around 8 pm when Preeti Nair, <keyword id="72976" type="PERSON" weightage="20" keywordseo="R-Balki">R Balki</keyword> and I were sitting together in Balki’s office and there was this moment. Its classical, how we hit a table if I kid gets hurt by it. We reassure a child saying we will punish the table for what it has done to him. It’s a very innocent thing that people do and that was the behavioral insight we picked up. We thought why don’t we do this with stains? So this is how the story panned out,” he revealed. Once the idea struck, the creative team decided to share it almost immediately with the brand. “It was at 10:30 at night and Gopal was at a dinner with his team at Olive in Bandra. And Balki and I called him and told him we are coming there. The meeting was supposed to happen the next morning at 8 am but we drove down to Bandra at night and shared the script with him. Then Sudhir came over, we did a bit of research and that’s how the campaign saw the light of the day,” added Iyer. The film was directed by <keyword id="1874192" type="PERSON" weightage="20" keywordseo="abhinay-dev">Abhinay Dev</keyword> and was shot by Hemant Chaturvedi in Ooty, and there was a reason for choosing the venue too. “In India, too much dirt is considered a bad thing. Too much interaction with dirt can lead to illnesses and that’s not something mothers are generally comfortable with. So we said it should be a place where even if you get dirty, it feels clean. A very innocent thought was, where was the place where if you dropped a chocolate, you could simply pick it up and eat it. That’s when Ooty came to our mind,” shared Iyer. However, in Ooty, for a child to play with a puddle full of water in the cold weather was a big challenge. The team had to think around this problem and they came up with an innovative solution. “While we were shooting there, it was really cold, muggy and was even raining a little. The shoot kept getting interrupted. And this was for the first time that the boy was acting in anything, and since it was really cold, he couldn’t take it after a point. So we devised a strategy and put hot water in the puddle. What happened after that was quite fascinating. After that, he just did not want to come out of the puddle because it was so warm and cozy in there,” laughs Iyer. It was perhaps this ad that helped the brand stand out in the category because while every other player was talking about how to get rid of stains, here was a brand saying something quite the opposite, that stains are good. And it has worked well for the brand as that still remains the brand’s core proposition and we have seen many more gems from the brand’s stable on similar lines over the years.

#BTSwithInsiders: Arun Iyer on how Surf Excel’s ‘Daag Acche Hain’ came into being

Filmmaker <keyword id="56295" type="General" weightage="100" keywordseo="pradeep-sarkar" source="Orion">Pradeep Sarkar</keyword>, best known for the movie "<keyword id="14522" type="General" weightage="20" keywordseo="Parineeta" source="Orion">Parineeta</keyword>", passed away at a hospital early on Friday, his wife Panchali said. He was 67. The director was admitted to the ICU of Lilavati hospital in suburban Bandra following a fever. "He passed away between 3.10 am and 3.30 am at Lilavati hospital," his wife told PTI. He had viral fever on March 22. After administering some medicines his fever subsided but not completely. So he was rushed to the hospital, she said. "By the time we reached the hospital, his vitals started dropping. He was put on a ventilator in the ICU and was diagnosed with pneumonia. The infection attacked his lungs," the director's wife said. "According to doctors, he had many comorbidities which weakened his immunity. His blood pressure was fluctuating. Since COVID-19 hit him in July 2022, he was quite weak," Panchali said. Sarkar made his directorial debut with "Parineeta" in 2005. Some of his other directorial ventures include "Laaga Chunari Mein Daag" (2007), "Lafangey Parindey" (2010), "Mardaani" (2014), and "Helicopter Eela" (2018). Many celebrities offered their condolences through social media. Ajay Devgn said he is unable to fathom the news about Sarkar's demise. "The news of Pradeep Sarkar's demise, 'Dada' to some of us, is still hard to digest. My deepest condolences. My prayers are with the departed and his family. RIP Dada," Devgn wrote. Filmmaker <keyword id="4684" type="General" weightage="50" keywordseo="hansal-mehta" source="Orion">Hansal Mehta</keyword> shared a picture of the director on Twitter and wrote, "Pradeep Sarkar. Dada. RIP." Responding to Mehta's tweet, actor Manoj Bajpayee said he was shocked. "Ohh! That's so shocking! Rest in peace Dada!!," he said. Filmmaker Kunal Kohli remembered him as a sweet man. He shared the clip from the song 'Pihu Bole' from the movie "Parineeta" on social media. "Shocked and sad to hear about Dada Pradeep Sarkar. Really sweet man. Had lovely conversations about cinema with him. RIP Dada. Here's a song from your film to celebrate you and your cinema," he said in the post.

Parineeta director Pradeep Sarkar passes away at 67

<ul><li>Swiss-based company Digital Asset AG (DAAG) is launching crypto tokens through the <keyword id="11521039" type="UNKNOWN" weightage="20" keywordseo="crypto-exchange-ftx">crypto exchange FTX</keyword>.</li><li>Around 55 free-floating security tokens will be up for trading including those of Tesla, <keyword id="6355629" type="COMPANY" weightage="20" keywordseo="google">Google</keyword>, Facebook and Netflix.</li><li>These tokens can be moved between any exchange that is built on the Solana blockchain. </li></ul>Hong Kong-based FTX exchange is following Binance and Bittrex’s lead by allowing its users to trade in US-based tokenised stocks — including Google, Facebook, Tesla, Netflix and Nvidia. Around 55 such free-floating security tokens — with underlying collateral of $100 million — have been launched by Swiss-based company Digital Assets AG (DAAG), which specialises in digital financial instruments. DAAG’s tokenized stocks will be moved from a private blockchain to Solana, which the company claims will be more efficient and cost effective. <div type="ExtQuote" text="“There is no reason the settlement of a stock trade should take two days or a company going public should have to spend tens of millions of dollars to get listed on a national exchange.”" auname="DAAG’s corporate development lead Brandon Williams said in a statement"></div> This means that even though these stocks are only available on FTX for now, they can be traded with any exchanges that are built on the Solana blockchain in the future, like the decentralised exchange Serum. And, FTX is no stranger to tokenised stock trade. It debuted Coinbase’s pre-IPO contract on its platform on the eve of the company’s public listing in April. <cmsannotation type="cmsannotation" annotationid="Why buy crypto tokens for companies when you can buy the real stock?" comment="subhead" text="Why buy crypto tokens for companies when you can buy the real stock?">Why buy crypto tokens for companies when you can buy the real stock? </cmsannotation>US company stocks may be easy to buy for Americans, but the same isn’t true for those living outside the country. And, the time difference also means that an investor on the other side of the world would have to stay up the entire night in order to trade. Crypto tokens offer investors who don’t have easy or cheap access to US stocks an alternative solution. A crypto exchange like FTX is open 24 hours a day all 365 days a year — no market holidays whatsoever. Once a stock is bought, traders will be able to withdraw and subsequently deposit their tokens to their own crypto wallets — software programs that help store cryptocurrencies privately — rather than on cryptocurrency exchanges. <cmsannotation type="cmsannotation" annotationid="Do you still get dividends if you own crypto tokens instead of actual stocks?" comment="subhead" text="Do you still get dividends if you own crypto tokens instead of actual stocks?">Do you still get dividends if you own crypto tokens instead of actual stocks?</cmsannotation> According to Binance, owning tokens does not transfer any shareholder rights to the investors. However, FTX and Bittrex claim that they are trying to ensure that stockholders receive dividends — which still isn’t a guarantee. <cmsannotation type="cmsannotation" annotationid="Who can buy Google, Facebook, and other crypto stocks?" comment="subhead" text="Who can buy Google, Facebook, and other crypto stocks?">Who can buy Google, Facebook, and other crypto stocks? </cmsannotation>Unlike Binance, DAAG has gotten regulatory approval from the Liechtenstein Financial Market Authority for users in the European Economic Area (EEA) — which includes all countries within the European Union as well as Iceland, Liechtenstein, Norway, and Croatia — to trade on tokenised platforms. In fact, all jurisdictions except for the US, Iran, North Korea and Syria, can apply to access tokenised stocks. <cmsannotation type="cmsannotation" annotationid="What is Solana?" comment="subhead" text="What is Solana?">What is Solana?</cmsannotation> The Solana platform was launched by ex-Qualcomm employee, Anatoly Yakovenko, back in 2017. The blockchain aims to solve the blockchain’s ‘impossible triangle’ — decentralisation, security and scalability. Ethereum only addresses decentralisation and security whereas Bitcoin has scalability and security. Neither of the two solves the full trinity. And, investors are eager to see where the story goes. Earlier this month, the crypto startup recently raised $314 million. It was the fourth-largest fundraising round in crypto history outside of initial coin offerings (ICOs). Venture capital firms Andreessen Horowitz and Polychain Capital led the raise, with additional contributions from Alameda Research, Blockchange Ventures, and others. <a href="https://forum.businessinsider.in/">For a more in-depth discussion, come on over to Business Insider Cryptosphere</a> — a forum where users can deep dive into all things crypto, engage in interesting discussions and stay ahead of the curve. SEE ALSO: <a href="https://www.businessinsider.in/cryptocurrency/news/el-salvador-is-doling-out-free-money-digital-wallets-and-bitcoin-atms-to-pump-up-its-new-crypto-based-economy/articleshow/83841201.cms">El Salvador is pushing for the use of Bitcoin with ATMs, digital wallets and free money — but participation is not ‘mandatory’</a> <a href="https://www.businessinsider.in/cryptocurrency/news/new-cryptocurrency-scam-steals-2-million-in-monero-from-gamers/articleshow/83839775.cms">A new cryptocurrency scam targeting gamers has already siphoned off $2 million in Monero</a> <a href="https://www.businessinsider.in/cryptocurrency/news/south-african-regulator-says-its-powerless-over-suspected-3-6-billion-bitcoin-scam-as-crypto-is-out-of-its-reach/articleshow/83839376.cms">South African regulator says it's powerless over suspected $3.6 billion bitcoin scam, as crypto is out of its reach</a>

Google, Facebook, and Tesla crypto tokens are launching on crypto exchange FTX

<ul><li>Indians are sharing negative reviews for <keyword id="1908413" type="PERSON" weightage="20" keywordseo="MS-Excel">MS Excel</keyword> on the Google Playstore and are also uninstalling the app. </li><li>This is a result of the backlash faced by <keyword id="270001" type="COMPANY" weightage="20" keywordseo="Surf-Excel">Surf Excel</keyword> for its ad showing a Hindu girl and Muslim boy for its recent ad for the Indian festival Holi. </li><li>The ad already has over 9.5 million views on YouTube.</li></ul>A detergent ad for the Indian festival Holi ended up getting the wrath of trolls – except that they hit the wrong target. Surf Excel which wanted to show religious harmony by portraying a Hindu girl and Muslim boy in their ad, faced backlash for apparently promoting ‘love jihad’ and also for calling the colours of Holi as ‘daag’ (stain). So, a section of Indians decided to share bad ratings for Surf Excel, except that they ended up doing it for MS Excel. Indians are posting negative reviews and bad ratings for MS Excel on Playstore calling the app ‘anti-national’. The ad was also resented by Muslims who <a href="https://timesofindia.indiatimes.com/india/surf-excel-faces-backlash-for-ad-promoting-hindu-muslim-harmony/articleshow/68343441.cms">reportedly</a> didn’t like that a Muslim boy needed the help of a Hindu girl to go ahead with his prayer. When the ad was released, #BoycottSurfExcel trended while another section of social media users were perplexed about how an ad could trigger so much hate and anger. The ad which has been around since <a href="https://timesofindia.indiatimes.com/india/surf-excel-faces-backlash-for-ad-promoting-hindu-muslim-harmony/articleshow/68343441.cms">February 27</a>, had gone on to have over 9.5 million views on YouTube. See Also: <a href="https://www.businessinsider.in/indian-advertisers-and-media-to-rake-in-yet-another-bonanza-this-general-elections/articleshow/68351723.cms">Indian political parties are not going to hold back on advertising during the general elections</a> <a href="https://www.businessinsider.in/facebooks-ad-archive-report-50-facebook-ads-by-bjp/articleshow/68304281.cms">BJP spends too much on political advertising on Facebook as Congress spends too little — yet again</a>

Indians wanted to diss Surf Excel, ended up giving bad ratings to MS Excel on Playstore

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">AP Photo/Evan VucciPresident Donald Trump in the White House.</div></div></div>President Donald Trump still hasn't nominated anyone to lead the Justice Department's tax division, which could pose problems for him if FBI special counsel Robert Mueller approaches the division to pursue charges against the president or his associates for tax violations. The Daily Beast <a href="http://www.thedailybeast.com/exclusive-mueller-enlists-the-irs-for-his-trump-russia-investigation" target="_blank" rel="noopener noreferrer">reported Thursday</a> that Mueller has enlisted the IRS's criminal investigations unit (IRS-CI) as part of his probe into possible collusion between the Trump campaign and Russia.The move indicates that Mueller is <a href="http://www.businessinsider.com/trump-russia-probe-follow-the-money-mueller-2017-6" target="_blank" rel="noopener noreferrer">continuing to take a follow-the-money approach</a> to the investigation in an attempt to determine whether Trump or anyone in his orbit was compromised by Russian or Russian-linked entities during the election. It is also an indication that he's spotted something in someone's tax returns - which federal investigators typically obtain early on in their probes - that he believes is worth pursuing."A federal prosecutor can bring in IRS-CI whenever he or she is investigating tax charges," said Renato Mariotti, a former federal prosecutor in the Securities and Commodities Fraud Section of the United States Attorney's Office. Mariotti said tax returns tell federal prosecutors to whom a person of interest owes money - and who owes them money - making the returns invaluable not only in identifying potential conflicts of interest, but also in revealing potential tax crimes. That Mueller has enlisted the IRS-CI, Mariotti <a href="https://twitter.com/renato_mariotti/status/903394356454928384" target="_blank" rel="noopener noreferrer">wrote on Thursday</a>, "very strongly indicates" that he has uncovered evidence of a tax crime and is investigating it."If a federal prosecutor wants to investigate a tax crime, he or she must involve the IRS," Mariotti said. "You can't charge tax cases without them."The IRS has sole jurisdiction over pure tax crimes. But when an investigation moves past that, there are crimes the IRS works with the FBI on, like money laundering.Mueller also couldn't charge tax cases without permission from the DOJ's tax division, which is currently being run by career officials rather than a Trump appointee. "The fact that there is not a Senate-confirmed assistant attorney general for the tax division, and that the Trump people have disregarded it despite warnings as far back as December that they needed to fill the AAG's spot ... shows what a self-created mess the Trump administration has found itself in," a former tax division prosecutor told The Daily Beast.<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">Thomson ReutersPaul Manafort listens during a national security meeting among Trump campaign officials.</div></div></div>That person told the publication that the absence of a Senate-confirmed assistant attorney general means Trump has "no one to keep Mueller and his Brooklyn team honest."Former attorneys who served in the DOJ's tax division disagreed with that assessment in interviews on Friday, asserting that there is no reason to believe that career DOJ officials wouldn't keep Mueller "honest" - and that the position is supposed to be apolitical anyway. "I cannot disagree with the statements made by this anonymous former prosecutor more strongly than I do," said Andrew Strelka, a former trial attorney in the DOJ's tax division. "The implication of those statements is that a political appointee would intercede in an ongoing investigation on behalf of the administration."To do that, Strelka explained, would be tantamount to obstruction of justice."A politically appointed AAG is not there to serve as a shield for an administration," he said. Strelka praised David Hubbert, the current acting assistant attorney general of the tax division who was appointed the division's deputy assistant attorney general for civil trial matters in 2012. "I can't imagine a better attorney in the workforce to run the division," said Strelka, who worked under Hubbert at the DOJ.Jan Geht, another former tax division attorney, largely echoed that sentiment: "The Tax Division has always been the most apolitical and the most well-run Division within US Department of Justice," he said in an email. "As [Deputy Attorney General] Rod Rosentein himself was a political appointee and he made the decision to appoint a special counsel in the first place, I am not prepared to conclude that any political appointee to the Tax Division would have been (or would be) more deferential to the administration than a career servant."<div class="KonaFilter image-container display-table"><div><div class="image on-image">Thomson ReutersDeputy Attorney General Rod Rosenstein</div></div></div>Joe Rillotta, a former trial attorney in the DOJ's tax division who later served in the IRS' office of chief counsel, said it was concerning Trump hadn't appointed anyone yet - if not just because political appointees are generally instrumental in resolving tensions between the administration and the DOJ."I disagree with any notion that the tax division attorneys are going to play <keyword id="6358883" type="UNKNOWN" weightage="100" keywordseo="politics">politics</keyword> here," Rillotta said. "If they have a case before them for review - particularly a sensitive, high-profile case - they are going to play it straight."But political appointees, "who have credibility both with the administration and with the institutions that they lead," are adept at mediating the interactions between political staff and civil servants, Rillotta said - interactions that can sometimes be difficult given the politicos' lack of familiarity with the DOJ rules "that protect the independence and integrity of government operations.""For this reason (among others), it's a real issue that there aren't political appointees leading the tax division," he said. "In the absence of an appointed AAG or Criminal Tax Enforcement DAAG, there may be all the more pressure on Rod Rosenstein to protect the integrity of any Tax Division operations relating to the special counsel's investigation."The concern, in other words, is that political staff may cross lines that could compromise the independence and integrity of DOJ operations. Ideally, the appointee has a relationship with the division or the department he or she is running, and therefore is inclined to protect the career officials under his or her direction.But not all of Trump's appointees have a warm relationship with their personnel - Environmental Protection Agency secretary <a href="https://www.washingtonpost.com/news/energy-environment/wp/2017/02/17/scott-pruitt-long-time-adversary-of-epa-confirmed-to-lead-the-agency/?utm_term=.9f7458196bf2" target="_blank" rel="noopener noreferrer">Scott Pruitt</a> waged repeated legal battles against the agency while he was Oklahoma's attorney general, and Department of Energy secretary <a href="http://www.latimes.com/politics/la-na-pol-trump-perry-20161213-story.html" target="_blank" rel="noopener noreferrer">Rick Perry</a> has argued the DOE should be scrapped. State Department employees, meanwhile, have complained that Secretary of State Rex Tillerson has insulated himself from career diplomats and their staff. It is not clear whether the president or his aides have interviewed anyone to lead the tax division, which may prove central to how Mueller's investigation unfolds. The White House did not return a request for comment. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/trump-phoenix-rally-threatens-government-shutdown-congress-border-wall-2017-8">Trump threatens to shut down the government if the border wall isn't funded</a></h3> <div> </div> </div>

You Searched For "daag" and got 9 results

From promoting religious harmony to urging the audience to keep their inner child alive, how Surf Excel’s Daag Acche Hain has evolved over the years

BI India Partner

How Surf Excel’s Daag Acche Hain has evolved over the years

Karuna Sharma

Surf Excel is back with its Holi special 'Daag Achhe Hain' ad; this time, it talks about how colours can bridge emotional distances

BI India Partner

Through its latest Daag Acche Hain campaign, Surf Excel wants you to keep your inner child alive

BI India Partner

#BTSwithInsiders: Arun Iyer on how Surf Excel’s ‘Daag Acche Hain’ came into being

Samarpita Banerjee

Parineeta director Pradeep Sarkar passes away at 67

PTI

Google, Facebook, and Tesla crypto tokens are launching on crypto exchange FTX

BI India Bureau

Indians wanted to diss Surf Excel, ended up giving bad ratings to MS Excel on Playstore

Sanchita Dash

Trump has disregarded warnings to fill a top DOJ post, and it could signficantly impact the Russia probe

Natasha Bertrand

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