Campaign India Team
Jun 01, 2015

Surf Excel spurs movement to ‘Clean Up India’, with kids on song

Watch video inviting viewers to nominate their locality to be cleaned, by Jack In The Box Worldwide

“Nominate an area that you think needs cleaning up, and a ‘Surf Cleanup Squad’ will arrive and help you clean it.” Thus reads the message on daagachhehain.surfexcel.in, pointing to several cities on the Indian map that have chosen to become a part of what seems to be a movement, one that aligns with the government’s vision for Swachch Bharat as well as the Hindustan Unilever detergent brand’s platform of ‘Daag achche hain’ (Dirt is good).
 
Driving people to the platform is a film which went online on Surf Excel’s YouTube channel on 22 May 2015. It features kids in a neighbourhood taking the initiative to clean up, giving up on elders. With a song and dance and unbridled enthusiasm, they go about the mission to ‘Keep India Clean’. Along the way, they also manage to convert a few elders into mending their dirtying ways. Along the way, they also manage to dirty their clothes. The brand’s message rings loud and clear: ‘Agar desh ki safai main daag  lagte hain, toh daag achche hain’ (If one gets dirty while cleaning the nation, then dirt is good).
 
The video, conceptualised by Jack In The Box Worldwide, invites users to click through (to the microsite) to nominate their locality, for the brand’s clean up squad to address.
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Team Airtel moves to Essence
Premium
2 hours ago

Team Airtel moves to Essence

Team Airtel was a special unit created by GroupM when it bagged the Airtel business

Premium
Rajiv Bakshi joins Big Synergy as CEO
Premium
2 hours ago

Rajiv Bakshi joins Big Synergy as CEO

Moves from Intex Technologies where he was CMO

Premium
Gaana portrays downloading as passé, pushes streaming
Premium
3 hours ago

Gaana portrays downloading as passé, pushes streaming

Watch the film conceptualised by River Advertising here

Premium
Mindshare Asia-Pacific announces new roles for Prashant Modi and Rohan Lightfoot
Premium
3 hours ago

Mindshare Asia-Pacific announces new roles for ...

The duo get the COO and CGO titles respectively