Branding · India · 2005
Surf Excel: Daag Acche Hain
A detergent brand told Indian mothers that stains are good, because they mean children are learning and helping.
By Maer Media editorial teamPublished 4 October 20263 min readLowe LintasBranding · Campaigns
- Brand
- Surf Excel
- Market
- India
- Year
- 2005
- Category
- Branding
- Agency or team
- Lowe Lintas
- Channels
- TV, print
The context
Detergents fought over whiteness and stain removal. Every brand made the same promise.
Mothers worry about stains but value their children’s growth.
The move
Lowe Lintas reframed stains as the result of good deeds and play. If getting dirty helps a child learn something, then stains are good, and Surf Excel will take care of them.
How it was executed
- Reframed stains as signs of good deeds.
- Told stories of children helping others.
- Kept ‘Daag Acche Hain’ as the line.
A detergent brand told Indian mothers that stains are good, because they mean children are learning and helping.
What happened Reported facts
“Daag Acche Hain” became one of India’s most recognised taglines and set Surf Excel apart in a crowded category.
Why it worked Maer’s analysis
It turned a negative into a positive and gave the brand a point of view.
What to take from it Maer’s analysis
- 01Reframe the problem your product solves.
- 02Give the brand a point of view about life, not just laundry.
- 03Stories about children work when they respect them.
Indian brands can reframe a category problem through positive values.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: Hindustan Unilever; Lowe Lintas. Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with Surf Excel.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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