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Surf excel
Ek Neki Rozana: Championing Dirt in the Month of Purity for 3 consecutive years.

RAN IN: Pakistan

CLIENT
Uniever Pakistan

Hiba Khalid, ABM
butool rizvi, SBM


Mindshare

AGENCY
MullenLowe Rauf *Lead Agency


BBPR, Empact, Lowe Pakistan, Mindshare

Hasan rizvi, Managing Director


SUMMARY

Having cemented itself as the most loved detergent of Pakistan, Surf Excel looked to elevate its philosophy of ‘Dirt is Good’ to not only defend this market and thought leadership, but also to take bolster further its equity. There was a natural association with Islamic values that consumers  saw in Surf Excel, thanks to its legacy of communications featuring acts of heroism and goodness by kids. Ramzan, hence became the perfect occasion to convert brand affinity to unwavering, unparalleled brand love and the brand embarked on this journey in 2016.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: GUERILLA,INTERACTIVE/ONLINE,OOH,PACKAGING,PR,RETAIL EXPERIENCE,SAMPLING,SEARCH ENGINE MARKETING (SEM/SEO),SOCIAL MEDIA,TRADE COMMUNICATIONS/PROMO,TV,USER GENERATED

Audience: Mothers

Objectives: Build brand equity

Type: Business to Consumer

Language: English