Top Story


Home >> Advertising >> Article

Lowe’s Surf Excel ‘Water’ campaign bags HLL award

Font Size   16
Lowe’s Surf Excel ‘Water’ campaign bags HLL award

Lowe India has bagged the prestigious Gold at the recently announced HLL Brand Communications Awards. It was Lowe’s Surf Excel ‘Water’ campaign that helped them win this award. This award is given every year by HLL to the campaign that delivers outstanding business results – with a definite linkage between results and advertising. This is the fourth consecutive year that Lowe is the winner in this contest among HLL agencies.

Sabyasachi Mishra, Sr. Vice President, Lowe, said, "We are delighted. By all means this is highly competitive given that you are up against some of the best work on big brands produced by the leading Lever agencies. Moreover, this award is all about using creativity to generate disproportionate business results. For us this is very significant."

This campaign, which was first rolled out first in Tamil Nadu, created history by posting a strong and sustained double-digit volume growth in an otherwise gloomy category. The campaign managed to link a brand benefit by addressing shortage of water - one of the most severe problems faced in India and specifically in Tamil Nadu. This has created significant consumer interest and excitement around the brand.

“The 'Water’ campaign is an absolute first in the world. For the first time a detergent brand has stepped away from the usual payoff areas and connected its proposition to a higher order purpose – and thereby building 'Relevance' in a way that's perhaps not been achieved in this category before," added Mishra

“This is a good example when advertising and a brand make a real social difference to life,” said Priti Nair, Executive Creative Director, Lowe.

The communication of Surf Excel, focused on the brand’s ability to deliver outstanding cleaning while saving two buckets of water per wash. This ad premiered in Tamil Nadu and Andhra Pradesh in April 2004 through a 360-degree initiative amounted in phenomenal results and generated excellent awareness among the core target audience. Rated as the most salient advertising campaign during the second half of 2004, this ad resulted in high sales volume growth in both the states. Based on the successful experience over an 8-month period in these two states, Lowe along with HLL extended the communication across the country in May 2005.


Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO