Surf Excel

IMC Term Paper

Submitted To: Dr. Keyoor Purani

Group 10:
Bollibisai Giridhar (014) | Hemant Raj (021) | B Jishu Rao (241) | Ashima Aggarwal
(135) | Vikas (296)

IMC TERM V

Table of Contents
NEW ADVERTISING CAMPAIGN FOR SURF EXCEL ......................................................................................... 3
Message.3
Marketing Objectives...3
Communication Objectives4
Target Audience Profile4
Person Profile.4
Brand Personality5
Brand Promise/Value Proposition5
Change in consumer's attitude..5
Campaign Execution..6

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NEW ADVERTISING CAMPAIGN FOR SURF EXCEL

Message
Life is what happens to you when the TV is off. The message of the campaign will be to
encourage parents to spend time with their kids. This will strengthen and enrich the parentchild bond along with helping children to explore, imagine, visualise and grow. This will help
them to connect on an emotional level.

Life is what happens to you when the TV is off

Marketing Objective

Increase the frequency of usage as parents will play with their kids, take them to garden
and picnics without worrying about stains and dirt

Maintain the existing position of market leader

Maintaining the brand loyalty amongst exiting users

To attract non users towards their brand

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Communication Objective

The main focus of the advertisements should on the affective component of consumer
behaviour which will help create a perpetual impact on the viewers

Show planning activities based around learning and development of kids. This will
encourage parents and kids to engage in bonding activities and rediscover the fun they
can have as a family

Maintain high top of mind recall (without aid and with aid) for their Ads

Highlighting the functional benefits, however, trying to occupy the emotional space
amongst consumers by playing on the paradox of dirt being good

Target Audience Profile

Parents
Age Group: 25-35 years
o Young working professionals with no time for their family and kids
o They are affluent and belong to high-society, elite, posh households
o They are in general fear of dirt coming into their homes
o These professionals spend more time indoors over the weekends

Children
o The advertisement should also cater to the kids aged between 3-10 years. The
early years of a childs life are important for his learning and development and
engagement in outdoor activities can help enhance it

Person Profile
Mr. Sumit Acharya (33 years of age) and Mrs Acharya (29) have one kid (7 yrs old). Both are
working at respectable positions in MNCs. They own a house in a posh area of Kolkata. They
love their kid very much but are unable to spend quality time with him. Their kid is Internet
savvy and loves watching cartoons and playing video games. They want to spend quality time
with their child but due to house chores over the weekends they are not able to do so. Laundry
kills bulk of their time. They are conscious of the fact that their child is spending most of the
time watching TV instead of going out to play. They need something that makes doing laundry
easier and quicker and at the same time want to engage in outdoor activities with their child.
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Brand Personality

Working, confident, young couple, married, love for family and children

Middle class but affluent

Responsible and understand their responsibility

Are honest and love their independence and freedom

Brand Promise/Value Proposition

Through this campaign, Surf Excel will create awareness about the ill-effects of watching too
much TV and of not indulging in outdoor activities. The campaign will carry forward the brand
proposition of Daag Acche Hai which is in line with the global communication platform of Dirt
Is Good. The mothers are worried about stains and sometimes dont allow their kids to go out
and play because of their fear of dirt, which in turn could be detrimental for the childs
development. In todays world, there are a lot of activities that have replaced the simple joys of
playing outdoors but these outdoor activities are very important for parent-child bonding.

Change in the consumer's attitude

Initially Consumers have viewed Surf as a saviour from stains and dirt with its technology and
contents. In the later stages Surf tried to change its image and at the same time of the stains as
well with the campaign of Daag Acche Hai where Surf created an image that stains could also
be good in a way that it could bring people together and can cause to strengthen the bonds of
various relations.
Current Belief of the consumers towards Surf
Any detergent powder that cleanses all forms of stains, no matter how old, would be her
preferred choice. She currently uses surf excel which cleans almost any type of stains. Surf
Excel removes all the stains. It has great functional benefits, benefits that other detergent
powders cant match.
Changed Belief of the consumers towards Surf Excel
My Surf Excel is not just a product. Its a facilitator of love and adulation and signifies my care
for my family. It gives me a licence to let them have fun, to live every moment to the fullest
without being concerned about dirt and stains. It helps me realize that television is just a part of
life and one should not become dependent on it.

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Campaign Execution
Idea: Child was watching TV while thinking of having leisure time with his/her parents. But in
reality father works in office and when father becomes free, his mom becomes busy washing
clothes of his father and clothes of whole family. So the child doesnt have anything to do
except watching TV. But Surf Excel makes his dreams into reality by cleaning clothes with less
effort and time so that mother can utilize her remaining time with her children. It tries to create
awareness about the ill-effects of watching television and not engaging in outdoor activities. At
the end Surf Excel is shown and the tagline says LIFE IS WHAT HAPPENS TO YOU WHEN THE TV IS
OFF.

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