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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Surf Excel Celebrates the Essence of Holi in Colourful New Campaign

05/03/2019
Advertising Agency
Mumbai, India
260
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Lowe Lintas' new campaign reflects the brand's 'Dirt is Good' philosophy

Surf Excel has released its new campaign for the colourful season. The campaign, conceived by Lowe Lintas Mumbai, appeals to the festive mood of the country as it celebrates Holi. 

Titled #RangLaayeSang, the campaign intends to capture the essence of Holi by sending out a message of bringing people together, showing how colours can be an equalizer in society. The campaign film - which brings alive Surf Excel's 'Daag Achhe Hain' philosophy - is set amidst the Holi celebrations where a young girl chooses to get stained in Holi colours in order to protect her friend. It ultimately suggests ‘Agar kuch achha karne mein daag lag jaaye toh daag achhe hain’ which can be translated to ‘Dirt is good, while colouring others with the colours of togetherness’.

Commenting on the campaign, 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."

Priya Nair, executive director - home care, Hindustan Unilever Limited, 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’."

Credits
Work from MullenLowe Lintas Group
Painting with Sound
Nippon Paint
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