Surf Excel extends Daag Acche Hain to Haar Ko Harao

The new philosophy is an extension of the ‘Dirt is Good’ philosophy and marks the beginning of the next stage of Surf Excel’s brand journey

e4m by exchange4media Staff
Updated: Dec 1, 2017 8:48 AM

Surf Excel’s decade long campaign, Daag Acche Hain, has taken a new shape in Haar Ko Harao. The new philosophy is an extension of the ‘Dirt is Good’ philosophy taking foward Surf Excel’s brand journey. The campaign refreshes and takes forward the brand’s “Dirt is Good” philosophy by telling parents that if kids get dirty in learning to defeat failure, then dirt is good.

Conceptualised once again by Arun Iyer (Chairman and Chief Creative Officer) and the team at Lowe Lintas, the campaign transcends into the real world to help address a real parenting challenge. “We thought the best way to defeat failure and all the stigma surrounding it is to embrace the learnings that come out of it. Which is how the thought ‘Haar ko Harao’ was conceived. The message we wanted to give out is that if kids do fail, it is not the end of the world but rather, the start of a journey to find themselves,” said Iyer, about the conception of the new campaign.

Speaking about the insight behind the campaign, Priya Nair, Executive Director, Home Care at Hindustan Unilever Limited, said, “The campaign is rooted in a modern parenting challenge of helping kids cope with failure. In a society that is so achievement oriented, a lot of kids struggle when they are faced with failure. As a society, our tolerance for failure is very low. We want to change that with Surf Excel and want to create a movement to change the perspective on failure to a learning experience.”

“Kids aren’t always conditioned to perceive failure in the negative way adults do. Rather than being afraid of it, they learn from failure, that’s often missed. Their approach towards dealing with failure is truly worth learning from,” added Carlos Pereira, Executive Creative Director, Lowe Lintas.

Through this campaign, the brand intends to reach out to parents, teachers and society at large and drive a collective change to make a difference. “Today’s launch is only the first step in a multi-year journey through which we will engage with millions of parents in this space. We believe that if we do so, we will create a better environment for kids to grow up in,” Nair added.


Client: Surf Excel

Agency: Lowe Lintas


Chairman and Chief Creative Officer: Arun Iyer

Executive Creative Director: Carlos Pereira

Group Creative Director: Zeth AP

Creative Director: Sanjay Ramanathan

Creative: Ketan Karande

Account management:

Chief Executive Officer: Raj Gupta

Executive Director: Shantanu Sapre

Vice-President: Pooja Mehta

Brand Services Director: Bhakti More

Senior Brand Services Manager: Shraddha Upadhyay


Chief Strategy Officer: Subramanyeswar S

Executive Director: Saji Abraham

Sr Brand Planning Director: Abhijith Shetty


Sr Agency Producer: Renuka Koul

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