Raahil Chopra
Jan 06, 2011

Forgive people, urges Surf Excel in their latest TVC

WATCH the TVC created by Lowe Lintas here.

Forgive people, urges Surf Excel in their latest TVC

Taking Surf Excel's, “Daag acche hain”, idea forward, Lowe Lintas has created a new campaign for the detergent under Hindustan Unilever. Forgiveness is the idea used in this campaign, with the TVC showing a boy forgive his fellow schoolmates. 

WATCH the TVC now

 

This TVC opens with a group of boys pulling down their fellow schoolmates’ trousers and then going on to make fun of the boy. Their fun is short-lived though, as the head mistress of the school walks in to question the boys about their activities. When she gets no reply, she further goes on to threaten them about suspension if they don’t tell her about their activities. That’s when the boy, who was being ragged, saves the other boys saying, that he was practicing for the sack race and that’s why he was in such a situation. The boy then demonstrates his actions, by running around in muddy areas leaving the group of boys who pulled his pants down embarrassed by his action. As the head mistress leaves, the boys then go to apologise and thank the boy. The film ends with, the four boys united and shown having a sack race with the voiceover saying, “Daag ache hai”.

Commenting on the TVC, Arun Iyer, national creative director, Lowe Lintas, said, “This TVC is one more in the series of Daag ache hai. This time the thought we have used is, the value of forgiveness. The idea behind this TVC is that, forgiveness comes from the strong and the situation we have used is very real. Children do play pranks and the boy who eventually forgives is at a vulnerable stage, with his pants down. When the teacher comes, the boy could have easily complained, but he showed forgiveness that was shown through the use of stains.”

The agency is also in the process of planning an activation to support the TVC, which will roll out soon. 

Credits

Creative:

Chief creative office R. Balki

National creative director Arun Iyer

Unit creative director Ramkrishna Gopi

Creative director A P Zeth 

Creative Sushanth Joshi

Creative Ankit Pandya

Account management:

Executive vice president Virat Tandon

Associate vice president Satish Ramanathan

Brand services manager Suchana Sarkar

Planning:

Strategy Director Devika Sharma

Brand Planning Director Abhishek Hariharan

Source:
Campaign India

Related Articles

Just Published

10 hours ago

MiQ reshapes India leadership amid programmatic flux

Leadership changes and MiQ Sigma rollout reflect both opportunity and fragmentation in India’s fast-expanding but complex digital advertising market.

12 hours ago

Jonty Rhodes dives into cashback chase

Super.money’s latest ad swaps cricket balls for cashback, with the South African player shadowing an auto driver to spotlight the lure of instant rewards.

13 hours ago

EU fines Google nearly $3.5 billion for abusing ...

Tech giant Google has been fined €2.95 billion, equivalent to US$3.5 billion, by the European Commission for allegedly abusing its dominance in the online adtech sector.

16 hours ago

Creativity, not cost-cutting, emerges as agencies’ test

With consolidation rising and ROI under strain, agencies face pressure to return to bold ideas while navigating AI and budget controls.