New Delhi: Holi, the festival of colors, is when the whole country resembles a colourful canvas and every home is abuzz with friends and visitors. This year, the festival will be celebrated with new rules of social engagement as we continue to avoid large gatherings and practice social distancing. Surf excel’s latest Holi campaign #RangAchheHain addressed this new reality, showing how the colours of Holi can be a medium to foster ‘togetherness’, demonstrating that physical distance should not deter emotional connections with our loved ones. This is encapsulated beautifully in a line from the TVC which says “Mere haath nahi pahunchenge, isliye rang pahuncha diye.”
The partnership with Dunzo is a step ahead in bringing this thought to life. Through this initiative, consumers can send specially curated Surf excel Holi hampers to their loved ones in Mumbai & Delhi through the Dunzo app, enabling them to experience the joy of the festival of colours, despite being physically apart. The signature hampers have hand-printed T-shirts, organic colours, and a Holi special playlist amongst other elements. Through this association, Surf excel will offer a personalized Holi gifting experience to consumers staying away from their families, echoed rightly by the campaign tagline ‘Jo dilon ko paas laayein, woh rang achhe hain’!
Commenting on the activation, Prabha Narasimhan, Executive Director & VP – Home Care, South Asia, Hindustan Unilever Ltd said, “Holi is one of India’s biggest community festivals, and togetherness is at the very heart of it. The essence of Holi lies in the physical act of applying colours to loved ones, and it is this very essence that we want to help consumers experience safely, despite today’s reality of staying apart. I’m extremely happy that our partnership with Dunzo offers us a chance to get our message across to consumers and bring the campaign promise to life. We are happy to leverage their strong distribution and contactless delivery network to ensure that everyone can enjoy a sense of togetherness this Holi.”
Speaking on the collaboration, Kabeer Biswas, CEO & Co-Founder, Dunzo, said, “Whether we were living with loved ones or far away from them, technology has found ways to connect us across distances. This partnership with Surf excel is an extension of Dunzo’s vision to bring our cities closer and bridge distances with every delivery. Surf excel’s message of ‘Colours bringing people together’ has always connected with people, and that’s a message that strongly resonates with Dunzo as well. This Holi, with Dunzo’s technology and Surf excel’s hampers, we join hands to deliver some colour and joy, whether you are near your loved ones or celebrating from afar.”
Surf Excel is one of the most loved brands in India, and for over fifteen years, the brand has stayed consistent to its philosophy of ‘Daag Achhe Hain’ or ‘Dirt is Good’. They believe that children should have the freedom to get dirty, because it is only then that they can truly learn and develop. And if kids get dirty in the process of doing something good, then dirt is good. The new collaboration is an extension to this philosophy while making colours of Holi an enabler to ‘togetherness’. Through its recent campaign #RangAccheHain, the brand emphasizes the manner of celebrating Holi more responsibly.
