Advertisement 6Surf Excel’s Advertisement(Brother & Sister Duo)
Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergent powder into the country. At the time, housewives used laundry soap bars to washclothes. Surf offered them significantly better clean, with much less effort. The promise of ‘superlative whiteness’ – the articulation of a great clean at the time, connected with consumers and helped to establish the brand. Surf was the first national detergent brand on TV; the brand used TV to effectively educate their consumers on how to use detergent powders in a bucket for a better wash. Surf Excel made a big “splash” with their “Daag Achhe Hain” advertising campaign. The following is an analysis of the first such commercial. The advertisement features a brother and sister duo walking home from school, when the little girl falls into a puddle of mud. ...view middle of the document...
Not only do the children lower your guard to the advertisement, but the story, too, warms the heart of the viewers. The advertisement generates a sense of bonding. Viewers without siblings, too, can relate to the advertisement and the actions of the little boy. The advertisement also exudes certain warmth that reflects itself in the viewers. The advertising mantra, AIDA, is strictly adhered to. This is one of the reasons for its success. By showing a little boy and girl, the advertisement draws the attention of the viewers. When the little girl falls into the puddle and starts to cry, it creates interest in the minds of the viewers. When the tagline is spouted, it builds, in the viewers, a desire to know more. This desire often leads to action. Although there is no obvious targeting, it is done so through indirect means. Most mothers are concerned when their children come home in dirty and messy clothes
This advertisement, not only sends out the message that Surf Excel will help you wash them out, but that also there is no need to fear stains. Although the advertisement does not centre on the product or brand, both are remembered. The product and brand are subtly introduced to the viewers such that its sub-consciously enters their minds without any jarring highlights on the product or brand. This advertisement also does what the majority do not. It focuses on the people rather than the product. The sentiments, actions and emotions of the people are highlighted and showcased throughout the advertisement in one form or another. The product is kept discreetly tucked away and does not overpower the commercial. Although Surf Excel is a premium brand, this advertisement caters to all the income grades and all classes of people, across age groups. The brand and product are positioned as accessible to all people, whoever and however they may be. The brand image created through this advertisement is phenomenal. The advertisement leaves people with a warm feeling. This feeling also transfers to the product and brand. Thus, this advertisement can definitely be called andadvertising success.