Daag Vs No Daag

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198646

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Posted: 15 years ago

Yesterday, while watching the TV, I saw the Surf Excel advertisement again and it struck me in contrast with Nirma washing powder advertisement.

While Surf ad. speaks of " Agar daag lagne se kuch achcha hota hai, to daag achche hein"

http://www.youtube.com/watch?v=dVBP86788Q0 ( link to the Surf ad.)

Nirma ad. shows the splash of daag( mud water) being frozen on screen while singing 'Nirma, washing powder Nirma..doodh si safedi Nirma se aaye, Rangeen kapda bhi khil khil jaaye, Nirma!".

http://www.youtube.com/watch?v=AkcbGGPQKB0 (link to the Nirma ad.)

This Surf advertisement is one of the best ads. that I have seen whereas, Norma ad. is unrealistic and dictatorial.

I was wondering if it was only me who felt this way or are there more who think this way.

Edited by baddie - 15 years ago

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chal_phek_mat

@chal_phek_mat

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Posted: 15 years ago

Advertisements are generally done with some research

A lots of folks love to be preachy and also love to be preached at by some higher source

Another thing is a lots of folks love to give a strong message while communicating a thought, depending on your mindset you might think it is tough love or find it dictatorial

Many folks would also find the Surf ad disgusting b'cos it makes a kid do things just to please a teacher

In the end, It all depends on which color glasses you decided to wear that day

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198646

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Posted: 15 years ago

I would really love to know how many here find the Surf ad. disgusting....below is the link to it, for the benefit of those who have not seen it.

http://www.youtube.com/watch?v=dVBP86788Q0

The child's prank reminds me of my childhood and in no way I find it disgusting. Surf ad. sends a very strong message in its own subtle way as opposed to Nirma ad. which has a strong-arrogant-flavor to it, though, unrealistic.

To me, a common man will connect more with Surf ad. than with Nirma.

PS: I could not find the Nirma ad...so if someone can find it for me and paste it here, it shall be appreciated.

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Summer3

@Summer3

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Posted: 15 years ago

Originally posted by: baddie
I would really love to know how many here find the Surf ad. disgusting....below is the link to it, for the benefit of those who have not seen it.

http://www.youtube.com/watch?v=dVBP86788Q0

The child's prank reminds me of my childhood and in no way I find it disgusting. Surf ad. sends a very strong message in its own subtle way as opposed to Nirma ad. which has a strong-arrogant-flavor to it, though, unrealistic.

To me, a common man will connect more with Surf ad. than with Nirma.

PS: I could not find the Nirma ad...so if someone can find it for me and paste it here, it shall be appreciated.

Most people do not want their kids to behave like a dog to such an extent. It is overdoing it I think. We have to take other people's general feeling into consideration.

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Posted: 15 years ago

Originally posted by: Summer3

Most people do not want their kids to behave like a dog to such an extent. It is overdoing it I think. We have to take other people's general feeling into consideration.

You related to the ad. as a parent seeing the child behaving like a dog, whereas, I relate to the child (even if he was my child) as a student-teacher relation beyond the classroom. To me the act is a symbol of child's innocent spontaneity towards his teacher to make her happy (during the hour-of-grief) and a shun for the materialistic attitude of not dirtying one's clothes. Its a statement of paying back the teacher in his own way, not bothering at the end-result of spoiling one's clothes.....and the punch line is most effective to suggest these sentiments... " AGAR DAAG SE KUCH ACHCHA HOTA HAI TO DAAG ACHCHE HEIN".

To me, making (read as forcing) one's child do all kinds of acts (just as a madari would make his monkey do such acts to please the gathering), during any gathering for the guests is more derogatory and repulsive than this act of child who on his own goes on to playfully do the dog-act to see that precious smile on his teacher's face.

Edited by baddie - 15 years ago

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Summer3

@Summer3

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Posted: 15 years ago

Originally posted by: baddie

You related to the ad. as a parent seeing the child behaving like a dog, whereas, I relate to the child (even if he was my child) as a student-teacher relation beyond the classroom. To me the act is a symbol of child's innocent spontaneity towards his teacher to make her happy (during the hour-of-grief) and a shun for the materialistic attitude of not dirtying one's clothes. Its a statement of paying back the teacher in his own way, not bothering at the end-result of spoiling one's clothes.....and the punch line is most effective to suggest these sentiments... " AGAR DAAG SE KUCH ACHCHA HOTA HAI TO DAAG ACHCHE HEIN".

To me, making (read as forcing) one's child do all kinds of acts (just as a madari would make his monkey do such acts to please the gathering), during any gathering for the guests is more derogatory and repulsive than this act of child who on his own goes on to playfully do the dog-act to see that precious smile on his teacher's face.

Well kids do copy a lot of funny things I agree but in society there are certain views which have to be respected . Personally it does not bother me but many do not like their kids behaving or immiting dogs and others animals to such a great extent. If we tell a parent after watching the skit "your son acted very well as a dog" I am sure they would be pretty angry.😆

Edited by Summer3 - 15 years ago

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souro

@souro

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Posted: 15 years ago

Daag Achhe Hai campaign of Surf Excel is good overall and most probably enjoys a high recall both ECT and BCT wise. But that particular execution, where the kid was acting like a dog and his teacher actually threw a ball for him to fetch, was disgusting. That however, doesn't mean that the Kid as Dog execution won't enjoy high recall, it 's just that I found it in poor taste. That's my pesonal opinion.

Edited by souro - 15 years ago

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198646

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Posted: 15 years ago

Originally posted by: Summer3

Well kids do copy a lot of funny things I agree but in society there are certain views which have to be respected . Personally it does not bother me but many do not like their kids behaving or immiting dogs and others animals to such a great extent. If we tell a parent after watching the skit "your son acted very well as a dog" I am sure they would be pretty angry.😆

A child's spontaneity to immitate a dog for a couple of minutes goes on to devalue sociey's views as being disprespectful,does not make any sense to me.

How can a child's innocence be corelated to the norms of society??

How can the child-like nature of a boy be drawn to pass a remark "your son acted very well as a dog"??

I, as a parent, wouldnt mind if my child had done this act, in reality, provided the result was what it was.

This ad. is an out-of-the-box thinking on part of the agency which gives a 3 dimentional appeal of Novelity, Meaningfulness and Connectivity to the viewer....a well delivered message that if the intentions and end-result is good, "Daag achche hein". It gives the child his freedom to do as he pleases, just as the Surf earlier ad. conveyed.

Well, to a typical High-valued-Thinking-Indian, this act may appear to be disgusting,compelling them to say "Daag achche nahi hein".😆

On the contrary, Nirma ad. is just the opposite of Surf, giving a negative message that "I am safe with Nirma but I care the least if the splash spoils someone elses dress". The defiance, the arrogance and the scorn for stain , is a stain on this advertisement sending a very wrong signal to the viewer.

Having discussed with many in my office and around, everyone feels that Surf ad. scores over Nirma.

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198646

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Posted: 15 years ago

Originally posted by: souro
Daag Achhe Hai campaign of Surf Excel is good overall and most probably enjoys a high recall both ECT and BCT wise. But that particular execution, where the kid was acting like a dog and his teacher actually threw a ball for him to fetch, was disgusting. That however, doesn't mean that the Kid as Dog execution won't enjoy high recall, it 's just that I found it in poor taste. That's my pesonal opinion.

Perception is more important than execution!

The teacher does not throw the ball to be fetched by the student. Infact, she throws it aside as if to throw away the memories of her lost dog and come out of the gloom.

Atleast, I perceive it this way.

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souro

@souro

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Posted: 15 years ago

#10

Originally posted by: baddie

Perception is more important than execution!

The teacher does not throw the ball to be fetched by the student. Infact, she throws it aside as if to throw away the memories of her lost dog and come out of the gloom.

Atleast, I perceive it this way.

You perceive it as the teacher throwing the ball to forget about her dog, whereas I perceive it as the teacher deliberately throwing the ball, either to get rid of the student for some time or for the student to fetch it. If a student is acting that way a person would expect the teacher to ask the student to stop. Instead of asking to stop if the teacher actually throws the ball, then such a behaviour, atleast for me, will come across as a bit over the top. Different people will perceive it in different ways. I'm talking about how I perceived certain elements of the execution. Of course, what counts in an ad is how the target audience perceive it. But then determining that is beyond the scope of this debate. Maybe, if we can have a small in depth interview of female DMers; age 30 - 55 yrs; belonging to SEC A/B households; using detergent powder in the same price range of Surf Excel; etc. then we can come to a safe enough conclusion about the perception of the execution among the target audience.

Edited by souro - 15 years ago

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