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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. <br /><br />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. <br /><br />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. <br />  <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><br />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.<br /><br /><strong>Daag Acche Hain’s evolution<br /></strong><br />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. <br /><br />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. <br />  <div type="Youtube" id="ALxiXkHxqCc" title="Surf Excel Lalitaji" thumbUrl="https://i.ytimg.com/vi/ALxiXkHxqCc/mqdefault.jpg"></div><br />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. <br />  <div type="Youtube" id="sbxP8IGj_x4" title="Surf Excel Dhondte Reh Jaoge" thumbUrl="https://i.ytimg.com/vi/sbxP8IGj_x4/mqdefault.jpg"></div><br />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.<br /><br />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. <br /><br />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).<br /><br />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.<br /><br />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).” <br /><br />  <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: <br /><br /><strong>Using your privilege to help out those who aren’t as lucky:</strong><br />  <div type="Youtube" id="GV2TsgY2uw4" title="Surf Excel Ramazan 2017 | #NekiEkIbadat" thumbUrl="https://i.ytimg.com/vi/GV2TsgY2uw4/mqdefault.jpg"></div><br />  <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><br />  <div type="Youtube" id="C-jPrQzvE9E" title="Are your kids #ReadyForLife?" thumbUrl="https://i.ytimg.com/vi/C-jPrQzvE9E/mqdefault.jpg"></div><br /><strong>Helping others out</strong><br />  <div type="Youtube" id="tNE3l2LPiEY" title="Surf Excel &quot;Dog&quot;" thumbUrl="https://i.ytimg.com/vi/tNE3l2LPiEY/mqdefault.jpg"></div><br />  <div type="Youtube" id="FbXHbvnNZ7s" title="Surf Excel Classroom 2011, My New Friend" thumbUrl="https://i.ytimg.com/vi/FbXHbvnNZ7s/mqdefault.jpg"></div><br /><strong>Surf Excel’s colourful relationship with Holi<br /></strong><br />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.’ <br /><br />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. <br /><br />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.” <br />  <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><br />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.<br />  <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><br />

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. <br /><br />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. <br /><br />    <div type="Youtube" id="ALxiXkHxqCc" title="Surf Excel Lalitaji" thumbUrl="https://i.ytimg.com/vi/ALxiXkHxqCc/mqdefault.jpg"></div><br />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. <br /><br />    <div type="Youtube" id="sbxP8IGj_x4" title="Surf Excel Dhondte Reh Jaoge" thumbUrl="https://i.ytimg.com/vi/sbxP8IGj_x4/mqdefault.jpg"></div><br />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. <br /><br />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. <br /><br />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).<br /><br />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.<br /><br />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).” <br /><br />    <div type="Youtube" id="7D3rvf9WvEw" title="Surf Excel TVC" thumbUrl="https://i.ytimg.com/vi/7D3rvf9WvEw/mqdefault.jpg"></div><br />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.” <br /><br />Since 2005, all of Surf Excel’s ads have chosen kids as their portaganist. <br /><br />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.”<br /><br />Below are a few campaigns and the common themes Daag Acche Hain has used over the years: <br /><br /><strong>Using your privilege to help out those who aren’t as lucky:<br /></strong><br />    <div type="Youtube" id="GV2TsgY2uw4" title="Surf Excel Ramazan 2017 | #NekiEkIbadat" thumbUrl="https://i.ytimg.com/vi/GV2TsgY2uw4/mqdefault.jpg"></div><br />    <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><br />    <div type="Youtube" id="C-jPrQzvE9E" title="Are your kids #ReadyForLife?" thumbUrl="https://i.ytimg.com/vi/C-jPrQzvE9E/mqdefault.jpg"></div><br /><strong>Helping others out</strong><br /><br />    <div type="Youtube" id="tNE3l2LPiEY" title="Surf Excel &quot;Dog&quot;" thumbUrl="https://i.ytimg.com/vi/tNE3l2LPiEY/mqdefault.jpg"></div><br />    <div type="Youtube" id="FbXHbvnNZ7s" title="Surf Excel Classroom 2011, My New Friend .mp4" thumbUrl="https://i.ytimg.com/vi/FbXHbvnNZ7s/mqdefault.jpg"></div><br />It further extended the campaign with #HaarKoHarao, reminding the kids who deal with exam pressure that failure is a part of life.<br /><br />    <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><br />    <div type="Youtube" id="YicuKTFPxX0" title="Surf Excel: Daag Achhe Hain - #HaarKoHarao" thumbUrl="https://i.ytimg.com/vi/YicuKTFPxX0/mqdefault.jpg"></div><br /><strong>Surf Excel’s colourful relationship with Holi</strong><br /><br />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.’ <br /><br />“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.<br /><br />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. <br /><br />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.” <br /><br />    <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><br />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. <br /><br />So, this year, Daag Acche Hain was about being together from a distance. <br /><br />    <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><br />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.” <br /><br />“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. <br /><br />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. <br /><br />    <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><br />

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

<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.<br /><br /><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><br />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, <br /><br />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.<br /><br />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.”<br /><br />

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

<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.<br /><br />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.<br /><br />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."<br /><br />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.”<br /><br />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’!<br />

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>Its that time of the year when our country becomes just a little more colorful. </li><li>However, this year, Holi will be different as we will spend the festival at home, socially distanced.</li><li>So we put together a few <keyword id="10994376" type="UNKNOWN" weightage="20" keywordseo="holi-ads">Holi ads</keyword> from recent years that are sure to bring a smile to your faces.</li></ul>This time last year, the country had already gone into a lockdown and we were hopeful that things will get better soon. One year down the line, while the country has opened up, the virus has decided to stay. Therefore, this year, Holi will and should be a socially distant affair for most of us (we really hope it is for all of us, and it is in our hands to stop the spread).<br /><br /> Festivals, when spent away from your friends and near and dear ones, lose of lot of their charm. We will obviously miss all the colors, the fun and the food!<br /><br /> So, to take care of our collective FOMO this year, we thought of putting together a few Holi ads for us to enjoy from the safety of our homes. This is usually the time when brands not just add a lot of colors to their ads every year, they also deliver hard-hitting messages through their campaigns. This year, we haven’t seen too much excitement around the festival so far.<br /><br /> So here is a throwback to some of our most favorite Holi ads from the past few years:<br /><br /> <strong><keyword id="6354576" type="UNKNOWN" weightage="20" keywordseo="facebook">Facebook</keyword>: 'Holi' - More Together</strong><br /><br />      <div type="Youtube" id="1PjfIIFEf_M" title="Facebook: 'Holi' - More Together" thumbUrl="https://i.ytimg.com/vi/1PjfIIFEf_M/mqdefault.jpg"></div><br /><strong><keyword id="4936765" type="ORGANIZATION" weightage="20" keywordseo="parachute-advansed">Parachute Advansed</keyword> - #KhulkeKheloHoli</strong><br /><br />      <div type="Youtube" id="gPMjKIUNGDI" title="#KhulkeKheloHoli" thumbUrl="https://i.ytimg.com/vi/gPMjKIUNGDI/mqdefault.jpg"></div><br /><strong>FBB: #BuraNaKhelo</strong><br /><br />      <div type="Youtube" id="tIyzxPPj3gM" title="#BuraNaKhelo" thumbUrl="https://i.ytimg.com/vi/tIyzxPPj3gM/mqdefault.jpg"></div><br /><strong>Alpenliebe Holi</strong><br /><br />      <div type="Youtube" id="T5YiJZM--WU" title="Alpenliebe Holi" thumbUrl="https://i.ytimg.com/vi/T5YiJZM--WU/mqdefault.jpg"></div><br /><strong><keyword id="4261597" type="PERSON" weightage="20" keywordseo="Ghadi-detergent">Ghadi Detergent</keyword> #SaareMaelDhoDaalo</strong><br /><br />      <div type="Youtube" id="4Dlqpuh9xAg" title="Ghadi Detergent | IS HOLI SAARE MAEL DHO DAALO  #SaareMaelDhoDaalo" thumbUrl="https://i.ytimg.com/vi/4Dlqpuh9xAg/mqdefault.jpg"></div><br /><strong><keyword id="270001" type="COMPANY" weightage="20" keywordseo="Surf-Excel">Surf Excel</keyword> #RangLaayeSang</strong><br /><br />      <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><br /> <br /><br />

Here are a few beautiful Holi ads for you while you enjoy the festival from home this year

<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><em></em><em></em>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.<br /><br /> 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.<br /><br /> 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.<br /><br /> 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.<br /><br /> 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. <br /><br /> 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.<br /><br /> 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.<br /><br /> 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. <br /><br /> 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.<br /><br />

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

<ul><li>Despite the Coronavirus fear reigning supreme in a lot of people's minds and the economic slowdown, Indian brands’ excitement for Holi remains unshaken. </li><li>Leaders of different categories like Surf Excel, Facebook, Nykaa, Fanta, and Google to name a few, came forward to celebrate Holi in newer ways this year. </li></ul>Holi brings with it a yearning for home, for spending time with your loved ones and of course, memories of simpler times when the day would not be complete without gulaal and water balloons. It is not just about the colours, it is also about being with your loved ones, forgetting your differences and celebrating a day of similarities together. As the famous song from Sholay goes ‘All unite on Holi.’ Brands also do not leave any stone unturned to remind their consumers that they are a part of their big family. <br /><br />Whether it is about celebrating the happiness around our country, washing away old stains of differences, or spreading social awareness, brands have touched different hues of India this time, too. They have put their best foot forward and reminded the country that Holi is a festival of neutrality and positivity, which breaks the cultural differences. <br /><br />With Coronavirus’ fear mounting in India, not many are in the mood to celebrate. The excitement that this joyous festival brings has diminished. However, many brands have stepped up to remind consumers to be happy, prioritise their safety, celebrate Holi without water or by tapping into live streams. <br /><br />Here are a few campaigns that stood out:<br /><br /><strong>Surf Excel’s #RangAccheHain</strong><br /><br />This time, Surf Excel aims to resolve the family clashes and encourages us to see the world through the eyes of little kids. Differences start clouding our vision as we grow older. <br /><br />This Holi, Surf Excel’s #RangAccheHain celebrates this spirit of togetherness and reminds us how a heart full of goodness and a fist full of colours can bring us closer.<br /><br />
  
  <div type="Youtube" id="ImojBhmmhSA" title="Surf Excel Holi 2020 | #RangAchheHain" thumbUrl="https://i.ytimg.com/vi/ImojBhmmhSA/mqdefault.jpg"></div>





<br /><strong>Nykaa’s #ColorMeFree<br /></strong><br />Nykaa celebrated International Women’s Day and Holi together by encouraging women of all colours to embrace themselves. <br /><br />"Itni saavli hai - shaadi kaisi hogi?" "She's so pretty, for a dark girl." "Dhoop me mat raho, kaali ho jaaogi." We've all experienced these prejudices in our lives. Alas, more often that not, from our families and friends. While half of our population is darker-skinned than the rest, the unhealthy fair-skin obsession in India is real and damaging.<br /><br />This is what Nykaa and rapper Dee MC of Gully Boy fame mirror together in a powerful video called 'Rang.' <br /><br />

  
  <div type="Youtube" id="siTfcHQ888Y" title="Rang ft. Dee MC | Official Music Video | Celebrating Women of Colour | Women's Day | Nykaa" thumbUrl="https://i.ytimg.com/vi/siTfcHQ888Y/mqdefault.jpg"></div>





<br /><strong>Google’s Colourful Digital Activity</strong><br /><br />Google has helped people sitting behind computer screens on Holi to break the monotony and smile together. Google’s latest Easter Egg lets you go wild, colour your screens into different hues and unleash the kid inside you who loved using Paint on your desktops. <br /><br />
	
	<div type="twitter" handle="GoogleIndia" handlename="Google India" image="http://pbs.twimg.com/profile_images/1046660453970202625/q_urJHzt_normal.jpg" favoritecount="834" retweetcount="158" status="🔴Step 1: Go to the Google search app. 🟣Step 2: Type ‘Holi’. 🟢Step 3: Tap on the coloured powder bowls. 🔵Step 4: Sta… https://t.co/cSyV2ogdP1" createdat="1583737078000" id="1236909075494916098"></div>





<br /><strong>Facebook’s More Together </strong><br /><br />Facebook’s ‘More Together’ showcases how people across the country can do more by coming together, harnessing the power of their connections on the platform. The campaign marks many firsts for the company. India is the first country in the Asia Pacific region where such a campaign is being rolled out. It is also the first time Facebook has rolled out a high decibel campaign of this stature in India. It is themed around Holi and personifies the ‘More Together’ campaign, as it shows young people across geographies sharing the festive spirit, using the power of their connections built on the Facebook app.<br /><br />
  
  <div type="Youtube" id="1PjfIIFEf_M" title="Facebook: 'Holi' - More Together" thumbUrl="https://i.ytimg.com/vi/1PjfIIFEf_M/mqdefault.jpg"></div>





<strong><br />Livpure’s #BinaPaaniHoliManani</strong><br /><br />Playing Holi with water isn't so much fun when it causes so much water waste. Livpure aims to put an end to this wasteful aspect of one of the most loved festivals of India. Their new Holi campaign #BinaPaaniHoliManani seeks to create awareness around the rampant use of water balloons, which contributes greatly to water wastage during Holi. The digital film uses kids, who face the major brunt of this problem, to make a statement against using water balloons. <br /><br />
  
  <div type="Youtube" id="ocy6fGHJbBQ" title="#BinaPaaniHoliManaani - Celebrating Holi with Livpure" thumbUrl="https://i.ytimg.com/vi/ocy6fGHJbBQ/mqdefault.jpg"></div>





<br /><strong>Fbb’s #BuraNaKhelo</strong><br /><br />fbb is voicing a strong point of view on the occasion of Holi and Women’s Day to stand-up against the bad-touch many women experience during this festival. Voicing out every women’s opinion, fbb and DDB Mudra Group, have created a film featuring Mithila Palker narrating the inner feelings of all women. The campaign urges men and women to join hands with Mithila and create awareness to ensure that women are respected and made to feel safe in all circumstances. fbb is also giving out stickers at its stores to all its customers to help create more awareness about this initiative.<br /><br />
  
  <div type="Youtube" id="tIyzxPPj3gM" title="#BuraNaKhelo" thumbUrl="https://i.ytimg.com/vi/tIyzxPPj3gM/mqdefault.jpg"></div>





<br /><strong>MP Birla Cement’s #HappyHoli</strong><br /><br />Based on a poem by noted radio presenter Neelesh Mishra that narrates a spouse’s longing for the presence of their significant other, Birla Cement’s film plays allegorical homage to the love and longing that Krishna bore for Radha. The narrative is at once playful and passionate, describing the many festivities that the celebration of Holi entails interspersed with the yearning of a wife to see her returning husband. Filled with several realistic interactions that are typical to Holi, the underlying message comes through subtly but surely: just as the gulaal colours our clothes and faces, it is those who are dear to us that colour our lives. Every individual in our family and circles adds a different hue to our journeys, some dark and some light, but it is these relationships that build us and make us who we are. They instill in us strength, integrity and stability, which are qualities that MP Birla Cement also aspires to possess.<br /><br />
  
  <div type="Youtube" id="1eBvontEkzE" title="#HappyHoli!" thumbUrl="https://i.ytimg.com/vi/1eBvontEkzE/mqdefault.jpg"></div>





<br /><strong>Fanta’s #NoBahanaHoli<br /></strong><br />‘Khelo Fanta Wali #NoBahanaHoli” campaign, in a playful manner, reiterates the brand’s core promise of being the best companion for uninhibited playful fun this Holi.<br /><br />The campaign reinforces how Fanta’s bold orangey taste helps teens to unlock their playful selves, enabling them to shed their inhibitions. Teens today seem to face a lot of peer pressure and as a result go through painstaking effort to protect their curated personas, which can get in the way of maximising their enjoyment during festivals like Holi. Fanta reminds teens that its okay to let fun just be fun and that there's nothing wrong in just enjoying the moment to the fullest. In the two videos, Fanta’s brand ambassador Sara Ali Khan invites teens to shed their excuses and play their #NoBahanaHoli.<br /><br />
  
  <div type="Youtube" id="Cujs3uYGFOg" title="FANTA_NO_BAHANA_SELFIE_18sec-2.mov" thumbUrl="https://i.ytimg.com/vi/Cujs3uYGFOg/mqdefault.jpg"></div>





<br /><strong>Max Fashion’s #MaxWaliApnoHoli</strong><br /><br />Max Fashion’s campaign spins around how colours of Max bring people together during Holi, irrespective of whether they like playing with colours or not.<br /><br />Capturing the affectionate moments between siblings, the campaign revolves around a family of five rejoicing in the celebrations of Holi. The film focuses on the youngest member of the family who is running away from his sisters with a fear of getting coloured by them. A colourful twist is further added to their playful bond when the sisters gift their brother trendy outfits instead of soaking him in multi-colours. Through this film, Max celebrates the true spirit of Holi by celebrating togetherness and spreading happiness with their stance – #HoliApnoWali. The film has been conceptualized by Lighstream, the branded content studio owned by Rainshine Entertainment. <br /><br />
  
  <div type="Youtube" id="qe2oCk1cd9s" title="#MaxHoliApnoWali" thumbUrl="https://i.ytimg.com/vi/qe2oCk1cd9s/mqdefault.jpg"></div>





<br />

Brands celebrate different hues of India this Holi

<ul><li>As we get closer to the new year, we bring to you a time capsule of 2021.</li><li>We look at some of the memorable campaigns from the year and discuss the common themes.</li></ul>The initial stage of the global pandemic brought in a lot of challenges for advertising agencies and brands. Agencies were producing ads on chopped-off budgets from the safety of their homes and really scratching their brains for creative ideas inside four walls. As the lockdown was lifted and the country opened its doors to all kinds of businesses in phases, there was hope in the air. Brands slowly started picking on consumer sentiment and upped their marketing budgets. With the beginning of 2021, a new year, consumers found a new sense of optimism for a better tomorrow and brands ensured that they offered a helping hand to consumers by spreading warmth through their advertising campaigns and telling stories of togetherness and bonding with family, friends and neighbors. With the second wave in April 2021, the progress reversed and brands slowed their marketing activities again but continued proving their resilience through their social media handles. When COVID was at its peak in April and June, several health institutions ran out of beds and oxygen supplies. Our social media feeds filled up with appeals for help -- looking for plasma donors, oxygen concentrators or ICU beds. During this period, Indian corporations, multinational brands and young home-grown start-ups stepped forward to do their bit and helped the country survive this phase. <br /><br />Thankfully, as the number of cases went down in August and the number of vaccine doses kept rising, consumer sentiments picked up. With each festival, things got a little better. So, as the country decorated their home to celebrate the homecoming of Lord Ram on Diwali, marketers went all out. After a long-dry spell of a year and a half, brands ensured that they didn't miss out on this opportunity to reconnect with consumers. The country found its hope to keep going and many brands decided to celebrate heroes who went unnoticed during the most difficult phase of the pandemic. With their heartwarming campaigns, they urged consumers to support small businesses and those who have been badly impacted by COVID-19.<br /><br />The pandemic also sparked a flurry of nostalgic ads and consumers loved the trend. Brands started evoking nostalgia to connect with consumers on an emotional level and reach out to the inner child in us that lived in a happier universe. These ads were like comfort food during unprecedented times.<br /><br />Brands also used their marketing communications to shine the spotlight on gender inequality and encouraged women to stand up for their rights. <br /><br />Overall, in 2021, themes of nostalgia, togetherness, resilience, women empowerment and hope emerged and made consumers smile. <br /><br />In no particular order, here are a few ads that stood out this year:<br /><br /><strong>Cadbury’s Kuch Khaas Hai remake | Agency: Ogilvy<br />      <div type="Youtube" id="z_OtC06ndUE" title="Cadbury Dairy Milk wishes #GoodLuckGirls to all those hitting it out of the park." thumbUrl="https://i.ytimg.com/vi/z_OtC06ndUE/mqdefault.jpg"></div><br />Bhima Jewellery’s Pure as Love | Agency: Animal<br />      <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div><br />Vim’s Making Dishwashing Easy | Agency: Lowe Lintas<br />      <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div><br />Tanishq’s Marriage Conversations | Agency: Dentsu Webchutney<br />      <div type="Youtube" id="wnZduCnSMpk" title="Marriage Conversations | Tanishq" thumbUrl="https://i.ytimg.com/vi/wnZduCnSMpk/mqdefault.jpg"></div><br />Swiggy Instamart | Agency: Lowe Lintas<br />      <div type="Youtube" id="NL7mq7kFLt8" title="Swiggy Instamart - Groceries delivered in 15-30mins" thumbUrl="https://i.ytimg.com/vi/NL7mq7kFLt8/mqdefault.jpg"></div><br />Mondelez’s Not Just a Cadbury ad | Agency: Ogilvy India<br />      <div type="Youtube" id="R3FnhpelBR0" title="Cadbury Celebrations | Not Just A Cadbury Ad" thumbUrl="https://i.ytimg.com/vi/R3FnhpelBR0/mqdefault.jpg"></div><br />Dove’s Stop the Beauty Test | Agency: Ogilvy India<br />      <div type="Youtube" id="jEpTa2cMl_I" title="Take the pledge to #StopTheBeautyTest | Dove" thumbUrl="https://i.ytimg.com/vi/jEpTa2cMl_I/mqdefault.jpg"></div><br />Tata Cliq Luxury | Agency: Havas Creative Group India<br />      <div type="Youtube" id="ZqHZKtbcjEA" title="Thoughtful Gifting Begins Here | Slow Commerce | Where Quality is Nurtured | Tata CLiQ Luxury" thumbUrl="https://i.ytimg.com/vi/ZqHZKtbcjEA/mqdefault.jpg"></div><br />Fastrack’s You Do You | Agency: Lowe Lintas Bangalore <br />      <div type="Youtube" id="0VGpbNQufjc" title="Own Your Inches - #FastrackYouDoYou" thumbUrl="https://i.ytimg.com/vi/0VGpbNQufjc/mqdefault.jpg"></div><br />Bournvita’s Get The Message | Agency: Ogilvy India<br />      <div type="Youtube" id="EkCtQT2yfig" title="Bournvita - Get The Message" thumbUrl="https://i.ytimg.com/vi/EkCtQT2yfig/mqdefault.jpg"></div><br />Nykaa’s Tum Hi Ho Nykaa | Agency: Sideways <br />      <div type="Youtube" id="9o57TH0ZjkU" title="Tum Hi Ho Nykaa | Brand Film" thumbUrl="https://i.ytimg.com/vi/9o57TH0ZjkU/mqdefault.jpg"></div><br />Mohey’s KanyaMaan <br />      <div type="Youtube" id="PmCSjllj7KU" title="Tradition wahi, soch nayi - #KanyaMaan" thumbUrl="https://i.ytimg.com/vi/PmCSjllj7KU/mqdefault.jpg"></div><br />Tinder’s Closure<br />      <div type="Youtube" id="6b-K9OzVo-c" title="Closure - A Film about Consent by Tinder | Ft. Kavya Trehan and Mrinal Dutt" thumbUrl="https://i.ytimg.com/vi/6b-K9OzVo-c/mqdefault.jpg"></div><br />Cult.fit’s Fitness Is Not An Option<br />      <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div><br />Vicks’ Touch of Care | Publicis Singapore<br />      <div type="Youtube" id="NHflsJrXKaI" title="Vicks - Care Lives On #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/NHflsJrXKaI/mqdefault.jpg"></div><br />CRED’s Great for the Good<br />      <div type="Youtube" id="j8KpV-4_mRg" title="Great for the good | ft. Rahul Dravid | CRED" thumbUrl="https://i.ytimg.com/vi/j8KpV-4_mRg/mqdefault.jpg"></div><br />The Body Shop’s #BloodyNatural <br />      <div type="Youtube" id="6XVihCBaX-g" title="Periods are #BloodyNatural | Let's end period shame | The Body Shop India" thumbUrl="https://i.ytimg.com/vi/6XVihCBaX-g/mqdefault.jpg"></div><br />Prega News She Is Complete In Herself<br />      <div type="Youtube" id="X4mWIU-zcvQ" title="#SheIsCompleteInHerself - A Women’s Day Initiative by Prega News | Mona Singh (Hindi)" thumbUrl="https://i.ytimg.com/vi/X4mWIU-zcvQ/mqdefault.jpg"></div><br />Surf Excel’s Holi 2021<br />      <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><br /></strong><br />

From CRED’s Indiranagar ka Gunda to Cadbury’s reimagined Kuch Khaas Hai, here are a few campaigns that stood out in 2021

<ul><li>Every year, September 05 is celebrated as <keyword id="416060" type="PERSON" weightage="20" keywordseo="Teachers-Day">Teacher’s Day</keyword> to honour the memory of Dr. Sarvepalli Radhakrishnan, which presents an opportunity to express our gratitude towards those who teach us small and big lessons in life. </li><li>This year, brands decided to dedicate Teacher’s Day to Corona Warriors. </li><li>We also look back at some of the well-known campaigns made over the years that brought a smile to our faces. </li></ul>We all still look back and laugh at those silly days which began by greeting, “Gooood Mooorning Teacher,” followed with a roll call, trying to catch a glimpse of the clock to count the hours left until the recess bell rings, comparing whose shoes are cleaner and running out of the school gate to go watch cartoon at home. It is also these early days of our life that helped us learn, grow and start appreciating everything around us because of the kind of education we receive at our schools from our teachers. <br /><br />Every year, September 05 is celebrated as Teacher’s Day to honour the memory of Dr. Sarvepalli Radhakrishnan, which presents an opportunity to express our gratitude towards those who teach us small as well as some big lessons in life. We can never stop learning and being a student. <br /><br />However, it's been months since the world has come to a standstill because of COVID-19. While a lot of us still have the privilege of working from home and be with our family in these trying times, few people out there stepped up and took charge. This year, brands acknowledged these Corona Warriors and how they have turned out to be our great teachers of humanity as well.<br /><br />Corona has proven to be the biggest teacher afterall. It has taught us what our priorities are and made us re-evaluate what life even is. <br /><br />So, to bring a smile to your face in these gloomy days, we decided to take you down memory lane and compile a list of feel-good Teacher’s Day campaigns made over the years. <br /><br /><strong>Raymond:<br /><br /></strong>      <div type="Youtube" id="tBixKRvne-E" title="Raymond Teacher TVC" thumbUrl="https://i.ytimg.com/vi/tBixKRvne-E/mqdefault.jpg"></div><br /><strong>Surf Excel:<br /></strong><br />      <div type="Youtube" id="tNE3l2LPiEY" title="Surf Excel &quot;Dog&quot;" thumbUrl="https://i.ytimg.com/vi/tNE3l2LPiEY/mqdefault.jpg"></div><br /><strong>Titan:</strong><br />      <div type="Youtube" id="PQxFL6Ce-XM" title="TITAN -The Joy of Gifting" thumbUrl="https://i.ytimg.com/vi/PQxFL6Ce-XM/mqdefault.jpg"></div><br /><strong>Bournvita Badam Booster: <br /></strong><br />      <div type="Youtube" id="pTdXVmgC3us" title="Bournvita Badam Booster - Tayyari Har Exam Ki" thumbUrl="https://i.ytimg.com/vi/pTdXVmgC3us/mqdefault.jpg"></div><br /><strong>Rajnigandha:</strong><br /><br />      <div type="Youtube" id="XtwjCypl3Ac" title="BEST TEACHER'S DAY AD!! #TeacherNeBolaTha" thumbUrl="https://i.ytimg.com/vi/XtwjCypl3Ac/mqdefault.jpg"></div><br /><strong>Visa India:<br /></strong><br />      <div type="Youtube" id="ISpAtMgKdPw" title="A teacher and student’s #KindnessIsCashless story - Visa" thumbUrl="https://i.ytimg.com/vi/ISpAtMgKdPw/mqdefault.jpg"></div><br /><strong>Unacademy: <br /></strong><br />      <div type="Youtube" id="dIyeVu5u_bw" title="Unacademy wishes Happy Teachers’ Day to the change makers" thumbUrl="https://i.ytimg.com/vi/dIyeVu5u_bw/mqdefault.jpg"></div><br /><strong>Linc: <br /></strong><br />      <div type="Youtube" id="Dy5NRT1ASnI" title="Linc Pens wishes all a very Happy Teacher's Day!! - A Film on Teachers Day" thumbUrl="https://i.ytimg.com/vi/Dy5NRT1ASnI/mqdefault.jpg"></div><br /><strong>Mankind Pharma:<br /></strong><br />      <div type="Youtube" id="YrothIiChR0" title="Mankind Pharma: Teacher's Day" thumbUrl="https://i.ytimg.com/vi/YrothIiChR0/mqdefault.jpg"></div><br /><strong>MTV: </strong><br /><div type="twitter" handle="MTVIndia" handlename="MTV India" image="http://pbs.twimg.com/profile_images/1115500483961950208/q3Wlk_Pt_normal.png" favoritecount="13" retweetcount="4" status="Ek stupid harkat aapke teacher ko disappoint, bohot bohot disappoint kar sakti hai!#TeachersDay#teachers… https://t.co/8iW7g6fFsK" createdat="1599111491000" id="1301394035521642497"></div><br />

A few Teacher’s Day campaigns made over the years that are right in the feels

<ul><li><strong>The best performing ads are customised to the platforms, says <keyword id="2693241" type="General" weightage="20" keywordseo="analytics-company" source="Orion">analytics company</keyword> <keyword id="1199021" type="General" weightage="20" keywordseo="kantar" source="Orion">Kantar</keyword>. <br /><br /></strong></li><li><strong>Bharat is a fast-growing market for the premium segment, but its ads have to be different. <br /><br /></strong></li><li><strong>The rural consumer wants her product first, entertainment next; and the ad message needs to be clear and simple, says the Kantar report. <br /><br /></strong></li><li><strong>Low testing of ads is the reason why some campaigns have to be withdrawn.</strong> <br /></li></ul>Advertisers have 15 seconds to make their point, before ‘digital’ India either flips, skips or switches off from the ad in front of them. And these shorter ads are getting better if a report by marketing analytics company Kantar is to be believed. <br /><br />As of 2022, 17% of the shorter ads that were tested, cleared the threshold for creativity and effectiveness— as opposed to 7% a year earlier. The rampant popularity of short form video content has made it tougher for advertisers to keep it sharp and singular with vivid dramatisations. <br /><br /><keyword id="169310" type="General" weightage="20" keywordseo="digital-advertising" source="Orion">Digital advertising</keyword> is growing but those ads that are customised to the platforms are the ones which do better, Soumya Mohanty, managing director and chief client officer at Kantar, tells Business Insider India. Content can be the same, but it has to be customised. <br /><br />“Earlier, a TV ad used to be put online – that’s changing. It has to be customised to the platform, but the challenge is to do so in a way without losing coherence. When I see an ad on FB (Facebook) or YouTube, they turn out to be totally different and that doesn’t help, so integration has to be there,” Mohanty says, explaining how the ad world is fast-evolving. <br /><br />The importance of coherence in the performance of an ad has doubled in importance since 2015, as compared to the pre-2014 era, the Kantar report says. While mediums are different, communication should be similar across TV, YouTube, OOH, print and banner videos. OOH refers to out-of-home advertising and includes billboards, posters etc.<br /><br /><strong>What does Bharat want? <br /></strong><br />The eyeball share of ads have been suffering as the number of screens are rising, but the essence of what India wants in ads is the same, observes Kantar. “India wants stories and emotions,” says Mohanty. <br /><br />Then there is an emerging area of buyers who necessitate brands to customise it to their sensibilities too — Bharat. The pie of rural and small town consumers is rising. <br /><br />The market is seeing 2.4x faster growth in rural areas compared with urban areas across premium segments in home, personal and food &amp; beverage (F&amp;B) categories, says the Kantar report. <br /><br />The rural consumer wants her product first and entertainment next; and the ad message needs to be clear and simple without metaphors, and should signal cultural familiarity. “It’s not that you can’t show them an aspirational product or a lifestyle, but do not show them something they are not comfortable with,” says Mohanty. <br /><br />In the last few months, a lot of ads have failed both at the urban, rural and even national level. Mohanty believes that the reason for the same is low testing of ads. “It’s because people decide to go with their gut feeling instead of testing. During testing, red flag ads always get caught. And brands should never do anything that they have to take back,” Mohanty says. <br /><br />Kantar has assessed a multitude of ads to pick the most effective ones across categories. Hindustan Unilever won the most laurels with wins across three categories — ‘food and beverage’, ‘home care’ and ‘un-stereotype’ for Red Label, Surf Excel and Bru, respectively, for TV medium. Welspun walked away with the top honours in the digital category for its QuickDry towel ad.<br />

Digital advertising is growing and ads customised to platforms work best: Kantar

<ul><li>Last week, <keyword id="178761" type="COMPANY" weightage="20" keywordseo="Hindustan-Unilever-Limited">Hindustan Unilever Limited</keyword> (HUL) launched its first in-store vending machine model, <keyword id="11605454" type="UNKNOWN" weightage="20" keywordseo="smart-fill-machine">Smart Fill machine</keyword>, for its Home Care products with the aim to reuse, reduce and recycle plastic.</li><li>We talk to Prabha Narsimhan – Executive Director (Home Care) for Hindustan Unilever and Vice President (Home Care) for Unilever South Asia about the company's latest sustainable projects, how HUL has been focusing on becoming a sustainable company at a larger level, and future goals.</li></ul>Earlier this year, Hindustan Unilever Limited had announced that it would collect and process more plastic packaging waste than what it uses in a bid to achieve 100% plastic waste collection by the end of 2021. HUL has taken one more step forward towards sustainability and achieving this plastic waste neutrality goal. The FMCG giant has launched an in-store vending machine model, Smart Fill machine, for its Home Care products. It allows consumers to reuse and recycle plastic. <br /><br />According to Terrin.org, around <a href="https://www.teriin.org/sites/default/files/files/factsheet.pdf">43%</a> of manufactured plastic in India is used for packaging purposes, and is mostly single-use plastic. India produces an estimated 62 million tonnes of municipal solid waste annually, which is likely to reach 165 million tonnes by 2030. With this growing concern around plastic pollution generated by companies, more and more brands are realising the importance of becoming sustainable and relooking at their packaging strategy. The ban on single-use plastic has also further pushed manufacturers to look at green alternatives. <br /><br />So, to do its bit for the environment and undo some of the damage caused by plastic, HUL’s Smart Fill machine will allow its consumers to reuse their plastic bottles by refilling products from its brands like Surf Excel, Comfort and Vim, to begin with. <br /><div type="Youtube" id="Bkjlj6S5c5E" title="HUL‘s ‘Smart Fill’ machine empowers consumers to reduce plastic waste" thumbUrl="https://i.ytimg.com/vi/Bkjlj6S5c5E/mqdefault.jpg"></div><br />The vending machine has been installed at Reliance Smart Acme Mall in Mumbai and the project is currently in pilot stage. <br /><br />Sharing how HUL is slashing its product prices to nudge consumers to switch, Prabha Narsimhan – Executive Director (Home Care) for Hindustan Unilever and Vice President (Home Care) for Unilever South Asia said, “As an incentive, consumers are being offered Rs 30 off on the MRP or effective price at the store if they get their own bottle and Rs 15 off to those who purchase the Smart Fill bottle. The flagship brands that consumers can avail these benefits on include Surf Excel liquid for Top Load and Front Load washing machines; Comfort Fabric Conditioner and Vim Dishwash Liquid Gel.” <br /><br />The COVID-19 pandemic has added a safety dimension to sustainability that consumers and organisations must now balance. However, for HUL, the timing couldn’t be more perfect to launch this pilot.<br /><br />Sharing why, Narsimhan said, “COVID-19 in general has been difficult for businesses and brands across sectors. After most COVID-19 restrictions were lifted, we have continued our on-ground efforts with health guidelines in place, for elimination of plastic litter. All our plastic waste collection partners mobilized their resources to minimize disruption without risking the health of their staff members and partners. In fact, COVID has improved our focus on responsible disposal of waste, which is why we feel it is a good time to start this pilot.”<br /><br />After gauging the response at Reliance Smart, the project will be implemented across the country. <br /><br />Narsimhan said, “We believe that upstream interventions such as shifting from single use towards re-use and refill models can be one of the most impactful solutions to plastic waste from an environmental, economic, and social perspective. This project will serve as an ideal pilot to gather learnings and use them to replicate it across the state and the country. Given that this is our first initiative, we have partnered with Reliance. In fact, we had partnered with Reliance Smart across 3 cities, in 2019 to carry out an awareness drive amongst customers on the importance of segregation of waste at the household level for effective waste management. Continuing with our shared vision to manage plastic waste, we have collaborated with Reliance Smart for this pilot project as well. We are hopeful that through our awareness building exercises, we will be able to ensure mass behavioral change in the consumers regarding the role that they can play in curbing this menace. We aim to use learnings from this pilot project in Mumbai to create a scalable refill business model in partnership with prominent retailers and modern trade outlets.”<br /><br />To further promote the cause and get more consumers to visit the mart, HUL has partnered with influencers in the vicinity. <br /><br />Narsimhan shared the marketing plan with us. She said, “One of the key aspects to draw visibility to the vending machine is in-store branding. Our effort would be to make sure that as more and more consumers visit and experience this model, they will be able to help us spread the awareness through word-of-mouth, which we plan to amplify further. We have also tied-up with a few influencers in the catchment areas around the store that will help us create surround sound around the Smart Fill. As the initiative scales up further, we will look at a more broad-based digital campaign that will help us further spread the message across consumers.” <br /><br />Millennials and GenZ today are much more conscious of the brands they choose. Their choice usually depends on how much of an effort a brand is making towards helping the environment and society at large. While Narsimhan agreed that young people are more likely to be the first adopters of refilling, HUL is trying to target all age groups. <br /><br />She said, “Millennials and Gen Zs are by far one of the most conscious consumers we have witnessed in the last two decades. Born in a digital age, this generation is socially aware, more health-conscious and understands the impact of their actions on the environment. All our sustainable interventions are designed to not just cater to their sensibilities, but towards the larger goal of driving real, on-ground impact that is accessible. As for the ‘Smart Fill’ project, we are catering to consumers across demographics including Millennials and Gen Zs. Since Reliance Smart is a retail outlet that garners footfalls across age groups; we intend to bolster awareness and empower our consumers to make smarter decisions when it comes to the issue of plastic waste generation.” <br /><br />But this isn’t the only sustainable effort that the FMCG giant has taken in this year.<br /><br />Walking us through the past action-filled 6 months, Narsimhan shared, “We have substituted commodity polymers with performance-based polymers, optimized the packaging designs and changed the packaging formats of our products to consume less plastic. For example: Pond’s Talc was recognized at the 24th DuPont Global Packaging Award for reducing packaging through innovation. We have developed coating technology to replace the polymer coating in our soap cartons. Our soap bar range cartons in skin cleansing are plastics free. We have started migrating to recyclable flexibles across our portfolio starting with pilots in few brands like soap wrapper of Lux and Lifebuoy, Sunsilk shampoo sachets and Pond’s tubes. We have also started using rPET (80% recycled PET) in our blister packs for personal care brands such as Pepsodent toothbrush, Vaseline lip care. We have launched Vim liquid bottles having 50% rPET. We have initiated use of rHDPE (25% recycled HDPE) in our personal care bottles like Tresemme, Sunsilk, Surf Excel Laundry liquid and Comfort fabric conditioner.” <br /><br />Brands play a huge role in bringing about change in society and Narsimhan said that brands should use that to empower consumers to make better choices. <br /><br />She said, “Consumers relate to brands that resonate with their own way of thinking. Brands that don’t just advocate such ideas but put them into measurable, result-oriented action. Therefore, brands can and must play their part in empowering consumers to make sustainable choices. And one of the key aspects of this empowerment journey is by offering choices that are accessible and hassle-free. With our plastic waste collection initiative and now the refill machine, we are encouraging and empowering our consumers to be a part of this solution. These small changes that consumers make on a day-to-day basis can lead to a sizable impact overall.”<br /><br />When it comes to sustainability, we often hear the three popular R’s – Reduce, Reuse and Recycle in every marketing campaign. Many companies have promoted only recycle and reuse. However, reduce hits at consumption. As a result, HUL has also formulated long-term goals to focus on reduction of plastic. It has committed that by 2025 100% of the company’s plastic packaging is reusable, recyclable, or compostable and halving use of virgin plastic by reducing the absolute use of plastic packaging and accelerating use of recycled plastic.<br /><br />Shedding some light on HUL’s larger sustainability efforts and vision, Narsimhan said, “We are committed to accelerating a transition to a circular economy, moving from the linear take-make-dispose model to a regenerative approach, which keeps materials at their highest value for as long as possible. We recently announced that from 2021 onwards, we will collect and facilitate environment-friendly processing of more plastic packaging waste than the plastic we use in our packaging. Since 2018, we have facilitated safe disposal of more than 1.5 lakh tons of post-consumer use plastic waste with the help of collection and disposal partners across India. We are also working closely with the government and other partners such as the United Nations Development Programme (UNDP) and Xynteo for end-to-end pilot projects for plastic waste management. Apart from this, the Education Department of Maharashtra, HUL and Xynteo have rolled out a digital school curriculum focused on the importance of segregation, collection and safe disposal of waste. The programme reached nearly one lakh children in Maharashtra during its pilot last year and is currently being scaled across the state.”<br />

Hindustan Unilever Limited’s Prabha Narsimhan shares latest steps that the company has taken towards sustainability to achieve its goal of 100% plastic waste collection by the end of 2021

<ul><li><strong><keyword id="247533" type="PERSON" weightage="20" keywordseo="Karthik-Srinivasan">Karthik Srinivasan</keyword>, Independent Brand Consultant and Social Media Expert <a href="https://beastoftraal.com/2020/10/13/tanishqs-ekatvam-the-oneness-broken/" data-type="tilCustomLink">writes</a> why Tanishq's ad has been withdrawn. </strong></li><li><strong>He traces some of the old Hindu-Muslim ads that have been trolled in the past for assorted reasons or have been withdrawn, too. </strong></li></ul>Have you seen the new Tanishq Ekatvam ad film titled ‘Confluence’? No?<br /><br />You cannot, anymore. Because Tanishq has officially succumbed to the online trolls and removed the video from all their platforms.<br /><br />Watch a copy of the ad, here:<br /><div type="twitter" handle="ShashiTharoor" handlename="Shashi Tharoor" image="http://pbs.twimg.com/profile_images/1280501371431800833/aoWxPcWK_normal.jpg" favoritecount="11107" retweetcount="2267" status="So Hindutva bigots have called for a boycott of ⁦@TanishqJewelry⁩ for highlighting Hindu-Muslim unity through this… https://t.co/V9IiFtEmgU" createdat="1602554129000" id="1315833504253374464"></div>They started with comments enabled and Likes/Dislikes allowed. Then they disabled both. Finally, they have removed the video.<br /><br />Why?<br /><br />The kind of comments they are getting for the same video on Facebook would offer you a reason. Here’s a snapshot. There’s a lot more on Twitter that’s hundred times more vile and vicious, including naming and abusing specific employees of Tanishq.<br /><br />        <div type="image" title="tanishq-ekatvam-FB-comments-1536x690" msid="78633618" hostid="261"></div><br />To be honest, I was very, very surprised that someone at Tanishq and their ad agency considered this script, passed it for production, and were bold enough to release it now. That this needs to be called ‘bold’, in itself, is an odd situation to be in. We had a time when a Milind Soman and Madhu Sapre wore nothing but a snake to sell shoes and we used to call <em>that</em> ‘bold’.<br /><br />Within days of its release, the ad has found virulent denouncement. And boycott calls too.<br /><br />So what exactly is the problem in the ad according to the detractors? It supposedly normalizes “Love Jihad”, a term that has been categorically stated in the Parliament as a non-existent concept by the ruling party’s own <a href="https://bit.ly/3nFWXwY" target="_blank">junior home minister G Kishan Reddy in February 2020</a> (much like there is no record, meaning, explanation or context for ‘tukde tukde gang’, a term used to defame anyone not fitting a particular narrative).<br /><br />        <div type="image" title="no-love-jihad-parliament" msid="78633628" hostid="261"></div><br />Not all inter-faith marriages deserve to be called out derogatorily or sweepingly denounced or dismissed.<br /><br />Does the ad claim that this is representative of all of India? No.<br />Does the ad showcase violence between people? No.<br />Does it show that people live in harmony, beyond their religion? Yes.<br />Is this kind of harmony impossible? No.<br />Is this kind of harmony needed? Of course.<br /><br />So, what’s the problem then? The problem is supposed to be that since gullible Hindu women (who, under the ‘Love Jihad’ conspiracy theory, have no agency of their own and are mere puppets that can be led anywhere) are being lured by rabid men from Islam/other religions, according to the theory of “Love Jihad”, this ad shows the opposite – that a Hindu woman is living peacefully with her Muslim husband and family, who are arranging an extensive Hindu-style VaLai Kaappu ceremony (Godh Bharai/Indian-style baby shower) for her.<br /><br />Is the man shown in the ad violent and abusive? No.<br />Is the family ill-treating their daughter-in-law? No.<br />Is this scenario impossible? Hardly.<br /><br />I have at least 3 friends with the same set-up – Hindu wife-Muslim husband. They are living as normally as anyone else. They celebrate both festivals with equal fervor.<br /><br />So, can’t the ad showcase what-could-be? Of course, it can. That’s what advertising does anyway – showing the what-is-possible scenario. And this is not necessarily a make-believe world – it is what it is, at least when I look at my own friends. The what-could-be is usually based on insights on user behavior, with the usual advertising-led exaggeration layered in.<br /><br />Are there exceptions to what’s being shown? Absolutely, there could be.<br />Do exceptions become the norm? Not at all. They are not, and shouldn’t.<br /><br />The other major gripe with the ad, as per angry comments is, “Why can’t they show the reverse? A Muslim wife and Hindu husband?”.<br /><br />Yeah, why not? But, <a href="https://bit.ly/closeup-2018">Closeup, the toothpaste brand, tried showing both, in 2 different ad films, in a 2018 campaign</a> (my post from 2018 has all the context, but the videos have been removed by Closeup). Both got trolled heavily and Closeup withdrew both! There’s no end to this trolling.<br /><br />          <div type="image" title="closeup ad" msid="78633641" hostid="261"></div><br />        <div type="image" title="closeup ad 1" msid="78633657" hostid="261"></div><br />So, I’m genuinely surprised that Tanishq and its agency actually passed this, knowing fully well the kind of reactions it may lead to. I’m fairly sure they do not live in a bubble to not know what kind of reactions to expect for this ad film.<br /><br />All they are showing is a happy, sane and peaceful coexistence of religions. But in a situation where there is a constant need to hold up a villain for people to be perpetually angry and fearful about, this ad becomes yet another easy target.<br /><br />Tanishq hasn’t done anything wrong, or haven’t shown anything to be ashamed of. So, it is sad that they had to succumb to the online trolling and withdraw their ad.<br /><br /><div type="twitter" handle="bysurbhigupta" handlename="Surbhi Gupta سربھی گپتا" image="http://pbs.twimg.com/profile_images/1191368606921084928/H8tGptdw_normal.jpg" favoritecount="10365" retweetcount="1846" status="&quot;I will not buy jewelry from #Tanishq&quot;&quot;Why beta?&quot;&quot;Because they show a loving Muslim family and how caring they ar… https://t.co/VnQpw6LbMM" createdat="1602497250000" id="1315594936771727361"></div><br />For context, here are a few other ads that tread this ground, between the 2 religions. Most of them have been trolled for assorted reasons and some of them have been withdrawn too.<br /><br /><strong>Surf Excel – Holi, February 2019 | Agency: Lowe Lintas Mumbai</strong>        <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><br /><strong>Closeup Lost Loves: Naghma &amp; Arghadeep, November 2018 | Agency: Lowe Lintas and VICE Media</strong><br />        <div type="Youtube" id="mfCMKVQRGQg" title="Closeup Lost Loves: Naghma &amp; Arghadeep #FreeToLove" thumbUrl="https://i.ytimg.com/vi/mfCMKVQRGQg/mqdefault.jpg"></div><br /><strong>Closeup Lost Loves: Adithi &amp; Umar, November 2018 | Agency: Lowe Lintas and VICE Media</strong><br />        <div type="Youtube" id="yj9IJY_IY3I" title="Closeup Lost Loves: Adithi &amp; Umar   #FreeToLove" thumbUrl="https://i.ytimg.com/vi/yj9IJY_IY3I/mqdefault.jpg"></div><br /><strong><strong>Brooke Bond Red Label – Ganesha, September 2018 | Agency: Ogilvy</strong><br /><strong>        <div type="Youtube" id="AWsTJvM7jG4" title="Brooke Bond Red Label Ad Film" thumbUrl="https://i.ytimg.com/vi/AWsTJvM7jG4/mqdefault.jpg"></div><br /></strong><strong>Brooke Bond Red Label – Neighbours, April 2014 | Agency: Ogilvy</strong><br /></strong>        <div type="Youtube" id="tQuddKFhfFA" title="Red Label New Ad -- Neighbours" thumbUrl="https://i.ytimg.com/vi/tQuddKFhfFA/mqdefault.jpg"></div><br /><strong>Kaun Banega Crorepati promo, July 2014 | Agency: Leo Burnett</strong><br />        <div type="Youtube" id="xjRto40PKts" title="KBC launch promo 2014-Neighbours" thumbUrl="https://i.ytimg.com/vi/xjRto40PKts/mqdefault.jpg"></div><br /><strong>- By<a href="https://beastoftraal.com/2020/10/13/tanishqs-ekatvam-the-oneness-broken/" data-type="tilCustomLink"> Karthik Srinivasan</a>, Independent Brand Consultant and Social Media Expert</strong><br />

You Searched For "surf excel campaign" and got 12 results

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