The Surf campaign of Daag Acche Hain (stains are good) has perhaps been the most applauded campaigns of Unilever. Making stains a hero, rather than a villain is surely an orbit shifting innovative idea for any detergent. And I must complement the spirit of thinking radically different.
But while the campaign is being lauded all over, I often wonder whether it achieved what the objective was. I am sure the motive behind most advertising is to get into the consideration set and command a premium. Will Surf be able to do that with this campaign? I guess only time will tell.
I recently saw Surf’s latest TV commercial, where a small school boy tries acting like a dog, getting dirty all over, trying to console and appease his teacher who had recently lost her pet dog. That got me thinking. Would I want my daughter to do something like that? No way. I felt that Surf had taken this over the edge.
If you really see from the TG’s perspective, I am not sure if the proposition is appealing. No parent would like to see their kids get mucky and dirty just because they have the support of a good detergent. Because with dirt and muck, any kid can get sick. Forget about the clothes; I am more concerned about my kid’s health than super white clothes. I would hate to see my daughter skid over puddles, no matter how compelling the reason. My kid matters the most, not the detergent. I would not like her taking any risks in this age of super infections and flu.
I am a parent and I am sure quite a few parents think like me. Are stains, therefore, really good from a parent’s perspective? I don’t think so. Will it persuade me to buy Surf? Perhaps not, because my kid may get encouraged to fool around in the muck if she saw me buying this brand. I know I have shifted this completely reverse and many may not agree with me. But if you really see the psyche of a parent, I do believe that stains are not good. At least for my child; who cares about clothes?
But while the campaign is being lauded all over, I often wonder whether it achieved what the objective was. I am sure the motive behind most advertising is to get into the consideration set and command a premium. Will Surf be able to do that with this campaign? I guess only time will tell.
I recently saw Surf’s latest TV commercial, where a small school boy tries acting like a dog, getting dirty all over, trying to console and appease his teacher who had recently lost her pet dog. That got me thinking. Would I want my daughter to do something like that? No way. I felt that Surf had taken this over the edge.
If you really see from the TG’s perspective, I am not sure if the proposition is appealing. No parent would like to see their kids get mucky and dirty just because they have the support of a good detergent. Because with dirt and muck, any kid can get sick. Forget about the clothes; I am more concerned about my kid’s health than super white clothes. I would hate to see my daughter skid over puddles, no matter how compelling the reason. My kid matters the most, not the detergent. I would not like her taking any risks in this age of super infections and flu.
I am a parent and I am sure quite a few parents think like me. Are stains, therefore, really good from a parent’s perspective? I don’t think so. Will it persuade me to buy Surf? Perhaps not, because my kid may get encouraged to fool around in the muck if she saw me buying this brand. I know I have shifted this completely reverse and many may not agree with me. But if you really see the psyche of a parent, I do believe that stains are not good. At least for my child; who cares about clothes?
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