DAAG NAHEE LAGAOOGAY, TO PAPPU BAN JAOGAY!!

THE SURF EXCEL DAAG ACCHAY HAIN CAMPAIGN, NEXT?

The surf excel campaign has been beautifully designed and has entirely shifted the focus of the campaign.The detergent campaigns have so far been associated with
• Cleanliness
• Whiteness( safeedi, chamkaar, )
• Water saving ability
• Clothes smelling good and fresh
• Some formula in the detergent extracting the dirt by some action
• Ease of washing
If we notice the advertisement campaigns were associated with
• The product
• What the product does
• The person using the product
Which means the focus of the advertisements were centered around the product. The emphasis was on the product and it’s immediate associates ( with whom or on whom it works) : i.e. THE CLOTHES & THE HOUSEWIFE.
When we look at this campaign the entire focus of the advertisement has been shifted. There has been a paradigm shift (clichéd but true) in what has been associated with the product. The focus is no longer the immediate associates. The campaign has transcended the boundaries of what has conventionally been associated with the product.
The marvel of this campaign is that, the promoters have been able to link up mundane, and drab kind of product with life. And the link that they have used in associating the detergent with life is the theme of CELEBRATION.
The campaign has been able to link the product with the theme of celebration through the following emotions
• VICTORY
• CHALLENGE
• JOY
• EUPHORIA
• AN OCCASION
• A MOMENT OF GLORY
• A MOMENT WHEN YOU FEEL GROWN UP
• A MOMENT WHEN YOU HAVE OVERCOME YOUR FEAR
• A MOMENT WHEN TO THOUGHT YOU COULD PICKUP THE GAUNTLET
• A MOMENT WHEN OTHERS ARE PROUD OF YOU
In essence it is a moment which is worth CELEBRATING. It is a memorable moment in the life of an individual, and the only way one is able to carry forward this moment is by carrying the consequence of the MOMENT OF VICTOR, which manifest in the form of a DAAG.

Excerpt from a previous article, just to highlight the idea:
(Surf excel has come up with a wonderful advertisement “ DAAG ACCHAY HAIN”. The advertisements beautifully highlights, how the moments in which we get stains on our clothes are the most pleasure some and they contribute to our small bank of lasting memories. The add wonderfully highlights, the stains the get on the sari, while one is decorating a rangoli, but one enjoys them because the moment of happiness make the stains inconsequential. There is another one where there is a young boy are 8-10 dispalying signs of victory in a match, while all his clothes are stained with mud. Similarly all off us would remember the moments when our birthdays are celebrated in the hostel corridors, and the cake instead of being eaten is all smeared on our faces and clothes. But we all enjoy these moments, and forget about “DAAG DHABBAY”, because the stains are worth the happiness and the pleasure in the moment. This is exactly what the add wishes to highlight, that stains are an inevitable part of celebrations, and that it is for us to enjoy the moment, and leave the stains to surf excel. )

THE ROAD AHEAD (THIS IS MY IDEA):
THE PUNCH LINE IS “DAAG NAHEE LAGAOOGAY, TO PAPPU BAN JAYOOGAY”
Let me try explaining the above at length, although you must have got the idea.
Look at the way the work PAPPU has become synonymous with what we refer to as a LALLOO. The CADBURYS ADD “ PAPPU PASS HO GAYA” is self explanatory of how we associate with PAPPU in our everyday life.
So what does the personality of PAPPU represent?
• AN UNENTERPRISING MAN
• HE IS AFRAID TO TRY.
• HE IS THE QUITE/ GOOD BOY (BABUA) OF THE CLASSROOM/ HOME.
• HE STAYS AWAY FROM DIFFICULT SITUATIONS
• HE WILL KEEP HANDS OFF/ BUT WOULD DISPENSE WISDOM.
• HE IS DULL
• TRIES TO PLEASE EVERYBODY.
• IS NOT FUN LOVING.
• A TYPICAL, SIR PE SARSO KA TEL, HAIR PARTED AND COMBED, WHITE SHIRT NEATLY TUCKED IN , WHITE PANT, POLISHED SHOES, A WATER BOTTLE IN HAND, BAG HUNG ON BOTH SHOLDERS.
• IN ESSENCE WO PAPPU LAGTA HAI.
Now what the above line wants to convey is that, for you to not become a PAPPU, you have to
• FALL DOWN AND LEARN
• TRY NEW THINGS
• YOU NEED TO DO RATHER THAN A PROFESS.
• YOU HAVE TO BE ALLOWED FREEDOM.
In essence you need to follow the natural course of life that is “LIVE AND LEARN ON YOUR OWN”.
Now, falling down and getting up in a natural part of the learning process and in the process of learning “DAAGS ARE INEVITABLE.”
TO REPHRASE THE IDEA
• IF YOU DON’T WANT TO BECOME PAPPU, GO AHEAD AND TRY.
• YOU NEED NOT BECOME A PAPPU
• PAPPU IS NOT THE ONE WHO IS REQUIRED TODAY.
• AGAR PAPPU NAHEE BANNA HAI TO , DAAG LAGNA NISHCHIT HAI.


P.S: this is just one of the many randomly occuring thought sequences from our own fundamentally sapient DADATHAKUR!!
WHOS GOTS THE SPUNK!!

THE BEGINNING!

On a warm sunny afternoon, the time being opportune, the goon thought of creating a platoon!

One fellow spunkmarketer hogging on pizzas... one playing in the chaffy indoors of a retail warehouse, and yet another one out on the prowl under the cover of a survey!:-) the spunkiest of m all working on some gangbang b plan!! and last but not the least the beast speaks of the beauty: in the serene indoors of a swish uptown IT office the last of the platoonmates works on managing an inventory of knowledge!
it starts here.. and we will see where it goes from here!