The holy month of Ramazan highlights the importance of working towards a better environment for a better

living. Amongst all the campaigns put forward by the brands, Surf Excel has been on the forefront for the past
three years with the heart-warming messages because indeed ‘if you get dirty while doing something good, then
dirt is good.’

The storyline of the campaign shows cute kids getting dirty while doing good. Combined with the music that
hits all the right notes in your heart, Surf Excel already has created the recipe to success and we dig the concept
of being an involved member of the society.

Like all previous years, this time the film shows us cute little Adil who is unhappy with a situation and tries to
resolve it on his own. As it turns out that his father and chacha are not on talking terms, Adil works very hard to
put together a nice iftar on his own to take to his chacha’s house in hope of resolving the differences between
the family.

Here are five moments from the ad that melt our hearts:

1) When Adil is hurriedly going from shop to shop to get iftar for his chacha chachi while making sure he
doesn’t get caught by his dad. Love the concentration.

2) When chacha’s house opens to see little Adil with food. Such sweetness when he holds up the tray to greet
his chachi with ‘Ramadan Mubarak’.

3) When chachi asks Adil’s chacha to let bygones be bygones. Afterall, blood is thicker than water.

4) The climax as the duo stand with Adil in front of the other brother’s house. Oh the tension, what will happen
now. But how can you resist not going ‘aww’ when you see Adil hiding behind his chacha.

5) The harmony that puts the family back together as the two brothers hug it out in a long embrace. That teared
us up too (no Joke).

Little Adil’s act of kindness teaches us that even a little act of kindness can sew together bonds that were once
broken.

So with the belief that one deed a day (#Eknekirozana) can create a chain of greater good, do not hesitate if you
get dirty in the process, because, ‘agar neki karne may daagh lag jayen tu daagh ache hain’.

The commercial was launched by Surf Excel Pakistan on the 10th of June and has already clocked
over 3 Million views on Facebook! There are over 220 thousand reactions to the video – that is one
reaction for every 13 views! Given the way that people browse through their newsfeeds these days,
barely giving any attention to branded videos and sponsored stories; this traction is really impressive!

Storytelling in advertising
I’ve always maintained that advertisements should be more like stories. They should not only talk
about the product or the service, but also about the people who use it. Only when the audience can
connect with the characters shown in the advertisement, will there be any positive brand impression.

That’s exactly where this commercial by Surf Excel Pakistan hits the bull’s eye. The narrow gullies,
the samosa vendor and the kids – we’ve all seen characters and places like this in real life haven’t we?
That’s why people connected with this video so well, not just in Pakistan but also in India. They
shared it with their friends and the video went viral, helping the Surf Excel Pakistan page add over
28 thousand likes within a week!
When I thought that I will write an article on this, I did some research on the advertisement and could
not believe it when I found out that it was actually created by Lowe Lintas India! The video was shot
in old Delhi and was directed by Vasan Bala, the writer of Award winning movie ‘The Lunchbox’.
Despite the fact that the video was shot in India and none of the main characters in it are Muslims, the
ad has been a success with the Pakistanis as well! It just goes on to show that Indians and Pakistanis
are not so different afterall.

How it performed across platforms

The video has been a hit not just on Facebook, but also on YouTube. It has been watched over 1.4
Million times and about 9500 new views are getting added every hour!
Usually the YouTube audience is a little meaner towards branded videos when compared to
Facebook. With Facebook, people at least just scroll past the video and start looking for something
else. But on YouTube, they get pissed and dislike the video or post a negative comment about it
before they move on. The fact that the dislikes and the negative comments on this advert are
negligibly small is in itself a testimony to its success.

Another interesting observation is that the ad was watched for over one and a half minutes on average.
When someone is ready to watch an ad for more than a minute, it is a sure shot sign that it is being
received well.

Besides generating over 3 million views, the Facebook video also helped the Surf Excel Pakistan’s
page increase its likes by 3,800%!

Surf Excel has always been one of the most pivotal brands in the history of Pakistan and is also on
the list of brands that are pretty influential when it comes to their overwhelming advertisements.

Every year, Surf Excel, very cautiously picks an extraordinary story-line with accurate characters
and impeccable cinematography to pinpoint the element of unity in the advertisements.

Likewise, humanity is an essential fragment of our religion Islam and Surf Excel’s whole
advertising campaign is based on delineating humanity.

Amidst controversial brand wars and nail-biting competitions, Surf Excel has come up with an
initiative which will not only be watched by an extensive populace, it will also become the talk of
the town for the entire Ramazan and even after the month is over.

It is mainly because the brand has used a very strong point of unity in the advertisement.

The advertisement starts with a boy racing through street vendors to collect comestibles and
takes them to the house of his paternal uncle.

Spouse of his uncle opens the door and in the very next scene, the boy’s paternal uncle and his
aunt arrive at his house with apparently the food for Iftaari.

As his father opens the door, he divulges from the back of his uncle and aunt. His uncle asks his
dad to forget whatever happened.
His father, then, holds his uncle’s hand and takes him inside their house. They hug each other
followed by sitting together for Iftaar.

Besides the exceptional story-line, the music has been chosen with complete mastery to make us
feel directly in the heart.

This emotional video displays that, in spite of the dirt on his clothes, he has still managed to
make things better between two brothers, proving the very slogan “some stains are good” right.

With the campaign like this, Surf Excel is all revved up to initiate a video every day for the whole
month of Ramadan under the hashtag of #Eknekirozana, meaning, one good deed every day.

These videos will unarguably garner immense praise in not just Pakistan but all around the
world.

A distraught, broken family. Nobody on speaking terms. And little ones doing all in their might
to diffuse tensions… Most of us have experienced these situations hands on. And that’s exactly
why the new Surf Excel ad hits you right in the feels. It tugs at your heart, bringing tears and
convincing you that it’s been enough.

A distraught, broken family. Nobody on speaking terms. And little ones doing all in their might
to diffuse tensions… Most of us have experienced these situations hands on. And that’s exactly
why the new Surf Excel ad hits you right in the feels. It tugs at your heart, bringing tears and
convincing you that it’s been enough

5.

Surf Excel continues to play with its ‘dirt is good’ philosophy to demonstrate values we can
adopt from children. Its new TVC welcomes Ramazan by reminding us that a
small neki can go a long way. With 3.8 million views on Youtube, Surf
Excel’s #EkNekiRozana ad has become viral.

A young boy with a plate of pakoras and food smeared on his kurta pays a surprise visit to
his uncle. He initiates a reunion between his estranged father and uncle by making them
realise that Ramazan is the month of forgiveness.

We lack compassion and empathy for people around us. Instead, even in this holy month
we display a lot of intolerance and dogmatism. We contest heatedly that non-Muslims
should not be seen eating in public places during fasting hours. It is time more brands
picked up the mantle to inculcate empathy.

When was the last time you took out time from your busy life to help someone in need, to share
your food with a needy person, or to simply to do one small good deed? Ramazan is the season
and the starting point to make a change in someone else’s life and your own as well.

Surf Excel’s Ramazan campaign ‘Ek Neki Rozana’ encapsulates the true essence and meaning
of Ramazan, such that it inspires us and motivates us to do one small good deed every day.
Every deed you do, creates a huge and long-lasting impact; a little neki surely goes a long way.

At Surf Excel, we believe that if doing good means getting your clothes dirty, then dirt is definitely
good.
Tou karo ek neki rozana! Aur agar yeh karne main daagh lag jaaen tow Surf Excel

Surf Excel’s 2019 campaign, #EkNekiRozana, has to be one of the most emotional TVCs
ever produced. The concept of doing a good deed every day takes a young kid to the market,
where he gathers up traditional ‘fried’ items for iftaar. Not caring even a little bit about his
neat clothes, he shoves the oily food in his pockets, with just one thing on his mind.

He makes a platter of everything he bought and takes it to his uncle’s house. The child does
not know, neither care about why their family has fallen apart, but what he does know is that
he wants an end to the fight. The scene changes to his uncle, standing on his door when the
child’s father opens it. Surf Excel’s emphasis on doing good and fixing loose ends made a
loud statement and wet every eye that watched this ad.

2019-05-19

Ramadan arrives in Pakistan with an entirely new atmosphere. We see a mix of different kind of emotions as calm and
excitement sweeps throughout the country.

However, amidst the fasts, Sehri, and Iftaar preparations and Eid excitement, we may sometimes overlook the most
important thing: the concept of Eesar (altruism, brotherly kindness) in Ramadan.

Eesar: Changing Your Outlook Towards Life

In a nutshell, Eesar translates as Mujhse Pehlay Tu (you before me) and the concept of altruism.

The latest ad by the brand highlights the practice of ‘Eesar’, a significant aspect of prayer, Ramadan, and a Muslim’s life in
general.

It begins with a mother making a prayer for the first roza of her young son Salim to be accepted. She also prays for her
child’s safety and peace and leaves the room for Iftaar preparations.

We then witness Salim running out of the house, with his hands clasped together, stuck to his chest. It seems like he’s
carrying something invisible; little do we know, it is the most effective and valuable thing there can be.

Without a care in the world, he makes his way through all kinds of mud and grime, which results in his clothes getting dirty.
Finally, he reaches his little friend’s place.

That’s when it is revealed that his handicapped friend, Aadil, cannot walk and is just about to leave for treatment with his
parents.

Salim extends his little hands to Aadil, and places them on his face in a gesture of transferring his dua to his friend. “Meri
salamati ki dua, tum rakh lo, aameen,” he says with sheer sincerity and innocence on his face.

Aadil and his parents tear up, and the looks on their faces are priceless. Using a very simple yet well-thought concept, Surf
Excel’s latest commercial teaches us the importance of choosing for others what we choose for ourselves.
It also instills the motivation to pray for each other, as a prayer is truly the sincerest thing one can offer. Indeed, Eesar is the
essence of prayer, and faith is incomplete without it.

Children Learn What You Teach Them!

Another extremely important thing to note in the ad is related to parenting: Salim learns to do exactly what his mother does
for him.

Needless to say, little children are highly impressionable. They are also excellent observers and tend to mirror their parent’s
behavior.

The ad is a lesson for children and an eye-opener for parents. It shows how parents need to focus on their words and actions,
and only then can they expect their children to be well-behaved, good human beings.

Proving Daagh Toh Achay Hotay Hain

Like previous years, Surf Excel has successfully taken social media by storm with its latest ad for Ramzan 2019.

The reputable brand is popular for constantly coming up with ad concepts that are fresh, significant, and highly inspiring.

Not only does the ad teach you to keep others before yourself, but it also teaches you that there is no harm in getting your
clothes dirty in the pursuit of kindness.

It seems that Surf Excel is imparting some important life lessons. We are made up of both body and soul – kindness to others
is a way to cleanse our souls and be truly spiritual. The message imparted through the ad touches our hearts and inspires!

The month of Ramazan is here and it has now become a practice that in the month of Ramazan many brands come out with
dedicated themed TVCs and DVCs; Surf Excel did the same recently with Eesar Ek Ibadat – its latest video commercial. Surf
Excel has a history of creating video commercials which showcase kids and their innocence, so it’s already expected that the
new TVC from this brand is based on the same with the elements of Ramazan and sacrifice. With ads like Haar Ko Harao,
Madad Ek Ibaadat (based on Ramazen theme) and Bilyani, Surf Excel has managed to stand out in making emotional and
sensitive ads with gusto – kudos to the team

The latest TVC of Surf Excel is titled “Eesar Ek Ibadat” (sacrifice is worship) is based on an interesting plot involving the
elements like praying for others, bond of friendship and the power of innocence. The commercial is brilliantly directed with an
impressive closure which sends chills to its viewer and make their eyes wet. The entire execution is worth applauding. The way
this idea of “putting others first” is showcased in the TV commercial of Surf Excel – Eesar Ek Ibadat. The set design along with
the screenplay is apt for the story that is depicted.

Besides so many pluses in the TVC, there are some misses in the video commercial; the song lacks the proper diction,
probably it’s because the ad must have been made in India where the articulation of Khuda is commonly pronounced as
“KKhhuda”. It is imperative to use correct diction when catering to a specific set of geographical audience. Sans this, the TVC
is very well made and highlights the emotional zing with complete excellence.

3
The heartwarming, stirring and emotions invigorating EesarEkIbadat campaign stimulated a message of
moral goodness by Surf Excel’s 2019 new campaign Ad under EesarEkIbadat’s title.
Aside from the fasting and feasting ritual focus in Ramazan; the attributes of selflessness, kindness,
caring are what befalls upon each of us as spiritual and moral obligations. Although we young adults and
adults tend to forget such important traits, the children never cease to remind us of them.

Salim who is adorably young keeps his first roza and is wished Salaamati (Peace & Safety) by her
mother. He like many of us when we were young thought the prayer was collected in his palms and so
he clutches the prayers by placing his palms over heart and runs through the busy market to find his
sick friend, careless of the stains and the dirt he catches. On finally finding his friend, sitting on
wheelchair, he delivers the Salaamati prayer (which were supposed to be his) saying that his friend
should keep the prayer instead of him as a gift and lead a safe life.

Eesar which is opposite to egoism, selfishness and arrogance and is selfless, kind and pure in essence is
successfully portrayed by Salim’s character in EasarEkIbadat’s Ad campaign.

It reminds us that there is so much more in society to go after than just perusing the noble elements of
praying, reciting Qur’an, fasting and feasting. The Ad is clearly striving to invoke the spirit of Muslim
Ummah preaching that it is the little acts of Eesar, care, kindness, selflessness and love that makes our
world so much better.

As these heartwarming TV Ads air on media, they circulate a message of entire goodness and positivity.
It is not just Pakistanis which are going obsessive with the Ad but all Asians in sum. The response over
these Ads are massive and ever-bearing.