3. Surf Excel’s Advertisement
(Brother & Sister Duo)
HUL – Surf-First detergent powder
Campain name: “Daag Achhe Hain”
Surf offers superlative white
1st national detergent brand on TV by surf
Surf Excel made a big “splash”
Ad link
4. Analysis
Uiversally well-loved
Children’s appeal
The story- warms viewers
heart
Emotions and sentiments of
the viewers – and succeeds
Message across the country
Generates a sense of
bonding
AIDA, is strictly adhered to
I. Girl fall into puddle,cries –
create interest
II. The tag line spouted – a
desier to know more
III. Desier often lead to action
5. Orbit white gum - cow ad
One of the world's largest selling chewing gum brand
Launched - India - 2004
1st “Sugarfree”chewing gum
In India- “for healthy teeth and prevents tooth decay”
Ad campaign – cow series
6. Analysis
Commercial tries its hand at
humour in drawing attention
and generating interest
Caricature of the doctor
succeeds exceedingly well
Succeeds to quite an extent in
this intention, but also fails at
few places
Product and brand are duly
highlighted
Product results in immediate
association to the doctor and his
cow volunteer
Where the sentiments of viewers
have been hurt
Miscalculation of the sense of
humour of the viewers
7. Mountain dew
Do the Dew!
Carbonated soft drink
PepsiCo
International product
8. Analysis
No brand positioning
People targeting
Not mentioning the benefit
Models seem possessed
Viewers have no point of
reference
No advertising message
Says nothing at all about the
drink
The Mountain Dew
advertisement failed -AIDA
The attention of the viewer the
first time it was aired
Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergentpowder into the country. At the time, housewives used laundry soap bars to washclothes. Surf offered them significantly better clean, with much less effort. Thepromise of ‘superlative whiteness’ – the articulation of a great clean at the time,connected with consumers and helped to establish the brand.Surf was the first national detergent brand on TV; the brand used TV to effectivelyeducate their consumers on how to use detergent powders in a bucket for a better wash.
The advertisement features a brother and sister duo walking home from school,when the little girl falls into a puddle of mud. Crying, she looks to her brother for help.Her brother gets an idea and starts “beating up” the puddle of mud, demanding an apology. After a time and a lot of mud on his uniform, he stands up and says, “Sorrybola.” The narrator then removes all apprehensions of dirt and stains and says,“Daag Acche Hain.”
When the little girl falls into the puddle and starts to cry, it creates interest in the minds of the viewers. When the tagline is spouted, it builds, in the viewers, a desire to know more. This desire often leads to action. Although there is no obvious targeting, it is done so through indirect means. Most mothers are concerned when their children come home in dirty and messy clothes.
The advertisement showcases a mad animal specialist, Dr. Bhatawdekar, whospeaks in ‘Butler-English’. He expounds the special quality of Orbit White Chewing Gum that whitens the teeth of a cow that previously had yellow teeth. His conclusionis that if it works for the cow, it’ll work for you too
The commercial shows a cheetah running in all its gusto, and one of our modelsfollowing it on a bicycle. Finally, the lad jumps on the cheetah and traps him. Then heputs his hand inside the cheetah’s mouth...straight down to his stomach, and pullsout a can of Mountain Dew. “
Bad Cheetah”
- he says. The other guys watching himsay to each other - “
Cheetah bhi peeta hain!”
Then they show the cheetah with allthe spots gone except for a few spots which spell out -
Do the Dew.
What is the taste? Does it quench your thirst? Does it make you feel cool? Is it refreshing?
