Colours bridge emotional distances, in Surf excel’s latest Holi campaign #RangAchheHain
Kolkata, 1st March, 2021: 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.
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 & VP – Home Care ,
South Asia, Hindustan Unilever Ltd, 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 & 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, Carlos Pereira, 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 & outdoor media.
This Holi remember don’t forget to spread cheer around because ‘Jo dilon ko paas laaye, woh rang achhe hain’!
Agency Credits:
Agency: Carlos Pereira
Creative Director: Carlos Pereira
Account Management: Megha Bansal
Production House: Absolute
Productions
Director: Vasan Bala
Executive Producer: Prafull Sharma
Producer: Sadhya Vyas
Brand Team:
Prabha Narasimhan: Executive
Director & VP – Home Care, South Asia
Vipul Mathur: VP - Fabric Care
Aarthy Sridhar: Brand Manager
Surf Excel
Ayush Sachdeva: Brand Executive,
Surf Excel
TVC Link: https://youtu.be/MocKmftqNI8
About Surf Excel: Surf excel is one of India’s most loved detergent brands, offering
premium laundry solutions across multiple formats like detergent bars, powders,
liquids & matic detergents. For over fifteen years, the brand has stayed
consistent to the brand philosophy of celebrating stains through ‘Daag achhe hain’
or ‘Dirt is good’, based on the fundamental belief that children should have
the freedom to get dirty, because it is only then that they can truly learn
& develop.
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