Results and Effectiveness

44673 kids participated in the festival and their learning was amplified through media, reaching 60% of target audience. Business grew by 20% and the health score on “getting dirty is a positive part of life” went up by 30%. The brand recall moved up by 33%. The bonding score improved up by 10% in just a year.

Creative Execution

A ‘Children’s festival’ was created on the theme: ‘Playground is a classroom without walls’. We partnered with key institutions like museums, cultural bodies, science institutions, environment organizations etc to lend credibility to the week long festival. Cultural experts, teachers and a leading psychiatrist designed the theme of these games based on environmental education (learn to recycle, plant a pot, go green), experiential education (Traditional Indian and International art) and Physical education (dirt based adventures). The appeal was made to parents through teachers to let children participate in the festivals. The event was promoted through 5 minute disruptive message “come out for play in festival” on TV. The leading daily newspaper dedicated its full page to cover this unique festival. More than 5000 children talked about their fun experience on radio and on websites. Outdoor was placed in residential areas to invite moms. Online media drove interactivity and amplification.

Insights, Strategy and the Idea

Surf Excel (Omo) is the biggest Premium Laundry Brand in India. However, while the competition was growing, Surf Excel growth stagnated. The brand proposition of “Dirt is good” was not cutting through in India where parents would prefer their children study rather than play. Hence, the challenge was to deliver growth by establishing “Getting Dirty is a positive part of life”. Indian moms considered Surf Excel as a stain removal brand but the idea of letting their children go out for play and get dirty was seen as compromising study time. They were obsessed with their child’s cleanliness & appearance, and firmly believed that only classrooms can contribute to learning and development. The approach was to challenge the myth by creating a platform where kids & mothers could learn the positive part of getting dirty. The brand intended to break the cultural myth, igniting “Dirt is Good”, the core proposition.