Results and Effectiveness

Participation from more than 15000 Children & Mothers Share of Market grew over 15% in Maharashtra in September'11 over August'11 TOM awareness moved up from 9% to 20% Total Brand Awareness shot up from 72 to 91 'Dirt is Good' measure recorded significant growth: 1.Mother’s Belief that 'Children develop best when they're free to get dirty' improved to 55 from 39 2.Surf Excel 'Helps you do your bit for the Environment' improved to 55 from 32 3.'Mothers realize that getting dirty is a positive part of life' improved to 57 from 36 Source: *Millward Brown Sept ‘11 Maharashtra Data

Creative Execution

Our partnership with Sakal successfully created a 360 degree campaign with Press, TV, Digital & On-ground activation in 14 key cities, covering 65% of Maharashtra. We invited participation through: 1.Advertisements and Editorials in leading newspapers; communicating the importance of Eco-Friendly Idols and reiterated the idea of getting dirty for a good cause 2.Co-branded promo in TV - Saam TV reaching 20 Mn people 3.Surf Excel Facebook page & E-Sakal.com Event details: Event took place simultaneously across 14 cities and 22 centers in Maharashtra on 28th Aug 2011. Professional artists were invited to teach the kids the art of clay modeling and making Ganesha for the occasion Amplification: 1.Photo-features, Event journey and Thank You advertisements in Sakal 2.Co-branded vignettes were created and aired during the 10 days of Ganesh festival 3.Children could click pictures of their Eco-Friendly idols and upload it on Surf Excel’s Facebook Page and E-Sakal.com to participate.

Insights, Strategy and the Idea

Maharashtra, India is a key state market for Surf Excel. The brand needed to differentiate itself from the functionally focused communication of competition by actively engaging with children on “Dirt is Good” proposition bringing alive the brand proposition amongst mothers. Ganapathi Chaturthi is one of the most eagerly awaited Hindu festivals in Maharashtra which is celebrated with enthusiasm in September every year. A new Idol of Ganapati God is bought, decorated and worshipped at home for 10 days and then immersed in the sea. Ganapati’s idols are predominantly made of Plaster of Paris (POP), which is harmful for the environment, as it does not fully dissolve in the water, leading to contamination during immersion. Surf Excel used this opportunity to engage with children, we partnered with 'Sakal' (leading Media Group in Maharashtra) to launch the ‘Eco-Friendly Ganapati Workshop’, where children were taught to create Clay Ganapati idols, an eco-friendly material.