The new Surf Excel Holi Campaign, #RangLaayeSang appeals to the festive mood of the country, is conceived by Lowe Lintas Mumbai.
Titled #RangLaayeSang, the campaign intends to stay true to the essence of Holi by sending out a message of bringing people together and shows how colors can be an equalizer in our society.
The campaign film which brings alive Surf Excel's Daag Achhe Hain philosophy is set amidst the Holi celebrations where a young girl chooses to get stained in Holi colors in order to protect her young friend. It ultimately suggests, ‘Agar kuch achha karne mein daag lag jaaye toh daag achhe hain.’
Commenting on the campaign, Carlos Pereira, Regional Creative Officer, Lowe Lintas, said "We felt the festival of Holi gave us the opportunity to highlight the true spirit of togetherness. By making colour the medium of oneness, we could seamlessly bring forth the larger thought of Rang Laaye Sang - a sentiment that kids truly believe in."
Priya Nair, Executive Director - Home Care, Hindustan Unilever Limited, said “Holi is one of our biggest festivals, celebrated with much fanfare across the country. However, in the midst of the fun and revelry, one can often forget the true spirit of the festival. The #RangLaayeSang campaign from Surf Excel beautifully captures how the colors of Holi can be a force for good, melting differences and bringing people together. It seamlessly brings to life our decade long ‘Dirt is Good’ philosophy – ‘Agar kuch accha karne mein daag lag jaaye, toh daag acche hain’.”
The campaign will be live across TV, outdoor and digital.