CREATIVE BRIEF OF SURF EXCEL

Daag achhe hain ad

CREATIVE BRIEF OF SURF EXCELBackgroundSurf Excel, launched in 1948 under the brand name Surf. in 1959launched in India as a first detergent powder. Initially, the brandwas positioned on the clean proposition of washes whitest. SurfExcel is known for its famous tagline Daag achay hain/Dirtis good..We work to create a better future every day.. We help people feel good, look good and get more out of life withbrands and services that are good for them and good for others.ObjectiveOur brands play a major part in helping us achieve our sustainable living aims of helping more than a billion people improve their health and well-being; halving the environmental footprint of our products and sourcing 100% of our agricultural raw materials sustainably.Target audienceMothers whose children are school going kids.It basically targets those women who are young mothers within the age group of 25-30 whose kids age falls between the bracket of 3-7 yrs .She is a woman who cares for her family a lotshe is a house makes n wants the best for her family specially for her kids she has a son of 4 yrs n a swt litl daughter of 3 yrsshe has to manage their studies and evrythiungno matter what she wants the best for her kidsshe wants them to grow to b bettr thn othersshe doesnt want their to have so protected childhood from these stains and all that they become dullshe wants them to go out play n njoebt with proper safety

Key perceptionDaag achhe hain-When children go out to play and get dirty, they don't just collect stains. They experience life, make friends, share with each other and learn from each other. This helps them get stronger and get ready for the world outside.Surf excel cbuilds an emotional connect through dirt is good.

CompetitorsArielTideRinWheelBriteExpress

Single-minded propositionStain removerKey consumer insight

I want my kids to grow,play,developI dont want these stains to b a hindrance in their growthI want a detergent that takes all my tension and allows my kids to play the way they want to.i want them to enjoy their childhood n me being tension free About the stains as I have a detergent that takes care of it.

PersonalityA mother who doesnt want her kids to suffer any disease because of dirt. She cares for her family n keeps everything clean and hygenic. She wants her kids to grow and learn but wants to keep them safe too.DeliverablesTVCsBrand activationTVC of daag achhe hain