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

17-June-2005
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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.

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