Surf Excel has launched a digital film for Diwali building on its 'Daag Ache Hai' platform, conceptualised by Lowe Lintas.
The film opens with a young boy being told to do no mischief next to a decorated Rangoli. His elder sister confirms with the dhobi (one who irons/washes clothes) 'Mahesh Chacha' that she will get her clothes by evening. Saying yes, Mahesh notices the rangoli and conveys his appreciation to the kids' mother saying, 'Ab lag rahi hai na Diwali' (Now it feels like Diwali). He then rides off on his cycle with the clothes.
Past sunset, as the festivities are about to begin, the girl asks her brother to fetch her clothes from the dhobi. He reluctantly agrees and cycles to the destination. The dhobi's place has no lights and no sign of Diwali celebrations. When the boy asks the man why he hasn't decorated his house with rangoli, Mahesh tells him at a house like his there's no reason to draw a rangoli and goes back to work. The child returns to his house, a bit sad.
He comes up with an idea and invites his friends to join in. They assemble next to a rangoli. The boy lies down in it, getting the colours on his clothes. The other children look surprised. But when one of them exclaims 'wow', the rest do the same, getting the colours on their new dresses. The scene shifts to the dhobi, riding back to his house. He sees the children lying down and asks them to get up. What he sees is the children with rangoli on their clothes and sparklers in hand. The boy repeats what the dhobi had said to his mother in his house, 'Ab lag rahi hai na Diwali'. The man is touched and joins in to celebrate. The children and 'Mahesh chacha' go around the locality and spread the 'mobile rangoli', amusing the vegetable vendor and the security guard.
The young boy who started the initiative has to face his mother and sister, who make their way to the dhobi's. He expects his mother to be upset with his colour-stained kurta. The lady instead asks the children to share sweets too, as part of their celebrations. The voice over says 'Agar daag lagne se kisi ki Diwali mein rang aur roshni bhar jaye, toh daag ache hai' (If clothes getting stained can fill someone's Diwali with light and colour, then stains are good).'
The film was published on YouTube on 17 October 2016.