Surf Excel has released an extension of its 'daag achhe hai' campaign in the build up to Holi.
Conceptualised by Lowe Lintas, the film titled #RangLaayeSang (colours bring togetherness), it shows a girl provoking her neighbours to throw colour on her on the festival day. When all the colours are over, she calls out to her friend who is dressed in a white kurta and rides him through the streets so that he can go colour free for his prayers. The film ends with the voice over saying ‘Agar kuch achha karne mein daag lag jaaye, toh daag achhe hain.’
Priya Nair, executive director - home care, Hindustan Unilever, said “Holi is one of our biggest festivals, celebrated with much fanfare across the country. However, in the midst of the fun and revelry, one can often forget the true spirit of the festival. The #RangLaayeSang campaign from Surf Excel beautifully captures how the colours of Holi can be a force for good, melting differences and bringing people together. It seamlessly brings to life our decade long ‘Dirt is Good’ philosophy – ‘Agar kuch accha karne mein daag lag jaaye, toh daag acche hain’.”
Carlos Pereira, regional creative officer, Lowe Lintas, said, "We felt the festival of Holi gave us the opportunity to highlight the true spirit of togetherness. By making colour the medium of oneness, we could seamlessly bring forth the larger thought of 'rang laaye sang' - a sentiment that kids truly believe in."
The campaign is running on TV, digital and outdoor.