CLIENT
Hindustan Unilever
Nikita Kohli - Sr. Brand Manager
Sandeep Tanwani - Director, Laundry, South Asia
Heemanish Midde - Asst. Brand Manager, Surf Excel, South Asia
AGENCY
Nikita Kohli - Sr. Brand Manager
Sandeep Tanwani - Director, Laundry, South Asia
Heemanish Midde - Asst. Brand Manager, Surf Excel, South Asia
Edelman India
Ashutosh Munshi - National Director – Integrated Communications
Jack In The Box Worldwide
Varun Suri - Business Director
SUMMARY
In a category where functional superiority was the name of the game, Surf Excel not just stuck to its purpose and pushed the envelope further by associating itself to a festival most important to the consumers in Pakistan - Ramazan. In a festival that is all about purity, Surf Excel took its bold counter intuitive stance of Dirt is Good. ‘Niyat’ (a good deed) as the spirit of Ramazan became the cornerstone of our strategy. This good niyat converted itself into great results for the brand in terms immense love.
