Surf Excel's Rang Acche Hain redefines Holi in a pandemic

Addressing today’s emotional need of connecting with loved ones, HUL's Surf Excel has launched its latest 'Rang Acche Hain' campaign to showcase how Holi colors can bring people together.

The pandemic had isolated all sections of society last year. Even though lives seem to be going back to normal slowly, certain vulnerable segments of the society like the elderly and senior citizens continue to remain socially distant for safety. For our elders, this also means that they have been deprived of the emotional and social warmth of being close to their families for a long time.

Surf Excel’s latest campaign 'Rang Achhe Hain' shows a heart-warming gesture by an innocent boy who wishes to include his friend Rancho, an elderly neighbor, in the Holi celebrations.

On realizing that Rancho cannot be included in the festivities like everyone else, he decides to have his own ingenious yet responsible celebration with Rancho. The ad film builds on the emotional quotient as the boy says, ‘Mere Haath Nahi Pahunchenge, Isliye Rang Pahuncha Diye." 

The Surf Excel #RangAccheHain campaign takes forward its 'Daag Achhe Hain' brand proposition and continues to use colors as a medium of ‘togetherness’.

Also read: #BrandSaga: Surf Excel: The brand that celebrated stains

Commenting on the launch of the campaign, Prabha Narasimhan, Executive Director & VP – Home Care, South Asia, Hindustan Unilever Ltd, said, “Holi is one of the biggest and most loved festivals in our country and we have been able to create a strong emotional connect with our audiences through our Holi campaigns in the last two years. This year is a bit different as we are all still reeling Screenshot 2021-02-25 at 12.58.41 PMfrom the effects of the pandemic, which has created both physical and emotional distances. Addressing the emotional needs of the vulnerable segment of the population, the ad shows how young boy endeavors to include the elderly in the festive fervor through a simple yet creative way of making colors reach where hands cannot. It is a natural extension of our brand philosophy of ‘Daag Achhe Hain’, in which we have always shown children getting dirty while doing good deeds & demonstrating good values. We do hope that people are inspired to find their own unique ways to connect with their families this festive season."

Talking about the conceptualization of the campaign, Carlos Pereira, Creative Director, said, “The campaign continues to build on the theme of how 'Holi colors can bring people together'. But this year, given the new rules of engagement due to the pandemic, it was important to also showcase how Holi can be celebrated in a responsible manner. The campaign reflects on how colors can be a medium for fostering emotional togetherness, even though there may be a physical distance between us.”

The campaign will be live from 1st March across TV, digital & outdoor media.

Agency Credits:

• Agency: Carlos Pereira
• Creative Director: Carlos Pereira
• Account Management: Megha Bansal
• Production House: Absolute Productions
• Director: Vasan Bala
• Executive Producer: Prafull Sharma
• Producer: Sadhya Vyas

Brand Team:

• Prabha Narasimhan: Executive Director & VP – Home Care, South Asia
• Vipul Mathur: VP – Fabric Care
• Aarthy Sridhar: Brand Manager Surf Excel
• Ayush Sachdeva: Brand Executive, Surf Excel