Surf Excel tugs at heart strings with a Ramzan ad on selfless deeds or 'neki'

 Like always, the brand communicates its central message – that stains are fine if they are a result of good deeds – through children as its spokespersons

e4m by exchange4media Staff
Updated: Apr 27, 2020 3:38 PM
Surf excel

Building on its brand proposition of ‘Daag Acche Hain,’ Surf Excel is back with yet another thoughtful ad campaign for Ramzan. It focuses on the theme of giving and selflessness during the holy month when the world is fighting the COVID-19 crisis. 

 Like before, the brand communicates its central message – that stains are fine if they are a result of “good deeds” or “neki” – through children as its spokesperson.

 The ad starts with a child asking his father if it’s possible to do good deeds during the holy month, given the present-day circumstances. To which the father says that if there is a will, there’s always a way to do good.

 The film shows children soiling their clothes while performing good deeds such as packing a lunch for the building watchman, helping neighbours, arranging for supplies and even thanking a healthcare worker. The

 The song “Rahmat ki baarish” sung by Shafqat Amanat Ali plays in the background, adding more poignancy to the video.

 The ad was released on April 26 on Surf Excel Pakistan’s channel and has already garnered over 300k views. The ad has been released exclusively in Pakistan but has received a lot of praises in its comment section from Pakistanis and Indians alike. 

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