#RangLaayeSang goes well with Surf Excel's core philosophy: Carlos Pereira, Lowe Lintas

Surf Excel’s latest ad campaign for Holi #RangLaayeSang is based on the message of the festival of colours bringing people from different religions together. 

The ad film #RangLaayeSang, conceptualised by Lowe Lintas, showcases how the festival of colours can bring people from different religious backgrounds together. ‘Daag Achhe Hain’, the brand’s philosophy comes through amidst the Holi celebrations where a young girl chooses to get stained in Holi colours in order to protect her young Muslim friend who is on his way to the mosque. The ad film ends with the message: ‘Agar kuch acha karne mein daag lag jaaye, toh daag achhe hain’. 

Talking about the ad 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 children truly believe in.” 

In a chat with exchange4media, Carlos Pereira, Regional Creative Officer, Lowe Lintas talks about how the agency created the ad film.

Brief and Insight 
“We found an insight that was fitting to the festival of Holi and was in line with the core philosophy of our brand ‘Daag Acche Hain’. We collectively felt it went with the whole concept of #RangLaayeSang. What better aspect of Holi to celebrate than togetherness.”

Creative Vision of the ad campaign 
“The creative vision was clearly to deliver a message that goes beyond just a single piece of communication. One that is universal and resonated with everyone and most importantly is true to the festival of Holi.”

The message you want the consumers to take away
“Holi is a festival that brings people together. Where colour acts a medium of togetherness and melts differences. We wanted to remind consumers about this spirit of oneness and leave them with a sense of positivity.”

Challenges while producing the ad film
“Shooting with children is always challenging, yet very exciting. While there is a story to be told, you really want them to be their innocent selves. I believe both kids have done a fantastic job. As has the Director, Vasan Bala, who always seems to capture the honest emotion of children beautifully.”

Integration of the ad campaign 
“Right from the start, the campaign has been approached holistically. Integration is what has helped reach out to a larger audience than it would have through traditional mediums. The campaign was even released digitally first. The campaign’s reach was further extended through television, hoardings, posters and multiple digital assets. Even the pack has been redesigned to incorporate the theme of the campaign.” 

Industry experts have also given the ad film a thumbs up. Sukesh Nayak, CCO, Ogilvy Mumbai said, “The brand has beautifully leveraged Holi, the festival of colours, to tell a story that mirrors their philosophy of ‘Daag Acche Hain’. This is truly a heart-warming story that makes you want to watch it again.” 

Sharing his views on the ad film, N Chandramouli, CEO, TRA Research, said: “Surf Excel has always led its ad campaigns with the quote, ‘Daag Acche Hai’. It is not always about selling the product. The brand has moved away from comparing themselves from other detergent brands. The old approach was very product led, the age of selling a product that way has completely gone away. What brands are trying to do is helping the customer buy a product by attaching a good social message with it. This is called brands buying propensity. This ad film is a great one that touches upon the theme of religion. The closing quote says, ‘Agar kuch acha karne mein daag lag jaaye, toh daag achhe hain’ and it leaves the audience with a good message.” 

The campaign has been well integrated and is live on all media platforms like TV, Outdoor and Digital.