Surf Excel is a known and liked brand in Pakistan. It’s fame has risen overtime with the tagline daag tou achey hotey hain – dirt is good which has become particularly popular with the women in the family unit.
The campaign was initiated when Surf Excel spoke to 240+ mothers, 20 Grandmothers and 5 Great Grandmothers in ten different locations across the globe to create the dirt is good brand philosophy which has since then been closely associated to the sensitivity of the brand towards mothers and grandmothers of young children. Read about the campaign here.
Through the campaign, the brand hopes to be included in a mother’s process to instill values in their children. In a Pakistani context, playing in school uniforms and children having fun during monsoons bring the challenge of tough stains for mothers and the women in the family. Tough stains are something that mothers all over the world have always struggled with. But for Pakistan, school uniforms remain a main concern. Surf Excel has built good messages into their brand communication by showing children playing and helping each other out, not worrying about the stains that come in the process. This has been an effective way to build the trust of mothers and children into their brand as mothers feel comfortable with the values the brand propagates through its communication.
With the dirt is good campaign, Surf Excel took the struggle of tough stains upon itself and became part of the consumer’s challenge to keep the clothes whiter and brighter – and in turn the mother’s process of managing and optimizing house hold chores along with instilling positive values through their communication.
The brand subtly hints to let the children have their fun – allow us to take care of the grubby stains. It is a clever campaign because women are now looking at Surf Excel as a means of reassurance that their children can afford to have fun because Surf Excel is good at removing the stains.
What I found most interesting on their facebook page is how they associate cultural values into their brand philosophy especially how they associated Ramadan and Eid values into their brand communication.
This Eid, the brand’s facebook page put up posts about mehndi and sharing to associate Eid values (both strong elements in the Pakistani culture) to the brand. Both acts are typically Eid-like and talk about the spirit of celebration during the festivity of Eid.
In Pakistan, Eid is one of the most celebrated times of the year. After fasting for a whole month, muslims celebrate Eid with special meals, new clothes and the custom of visiting relatives, families and friends.
The preparation of Eid begins a few weeks earlier for women, when girls and women of all ages begin to get their clothes ready, buy bangles and plan for the whole family to get together.
Chand raat, the night when the moon is sighted and Eid is announced is the climax of all preparations. People flock to the markets as bangles and menhdi stalls are put up especially to cater to the women and families who would be looking to complete their preparations for Eid day.
Henna tattoos and mehndi designs are adorned on hands and feet of women and young girls. On Chand Raat, women of all ages can be seen sitting in markets late into the night, getting their mehndi put on – getting ready for the much awaited Eid morning.
Keeping this tradition in mind, Surf Excel reassures the mothers and women in the family to not worry about mehndi stains. I found this on their facebook page and thought of this as a clever way to stay close to the consumer.
Another post was about Eidi which is the money that parents and relatives give to the children in the family which they can spend as they wish. Generally, children will use this money to buy sweets and hence the brand associates this post to sharing is caring. Another post talks about sharing sweets with loved ones and the importance of children to develop social skills – another strong association that is typically an Eid custom.
Eid is a very good time for brands to build close associations with consumers especially women and children. This is an active time of the year for women where their role as homemakers, hosts, wives, mothers, mother-in-laws and daughter-in-laws is amplified. Surf Excel has definitely got the idea together and is working towards a closer brand association.
What would be interesting to see is how other brands join in this activity and what Eid associations have they built into their Eid communication. Do share with us your observations and ideas about Eid communication.
On this note, wish you all a wonderful, blessed Eid! Don’t forget to wish your muslim friends Eid Mubarak!
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