Surf Excel Creativity Competition
When children are playing and constructing, we should not see it as “children creating a mess” but only as “children creating”– thus – Dirt is Good!
Dirt is good!
In 2005, Surf excel took to spreading the idea of "Dirt is good" more visibly to Bangladeshi families. Through various activations, bangladeshi families got to be familiar with the idea that it is ok for children to get dirty because for children to develop and grow to their full potential, they must be free to experience life for themselves. Surf excel’s ‘Dirt is Good’ philosophy is all about giving children the freedom to get dirty, develop and grow. The role of the brand is to encourage mothers to let their children develop without worrying about getting dirty because Surf excel will help them clean.
Explore, learn , get creative!
In 2007, Surf excel carried out the ‘Daag Utshob’ activation to engage mothers and their children with Surf excel’s brand promise. Daag Uthshob was executed where Surf excel gave children a chance to go out and confidently play without the fear of getting dirty. The activation also built awareness among mothers regarding the value of outdoor activities that result in getting dirty and yet help grow more well-rounded kids.
The Utshob created a phenomenal hullabaloo among the kids. More so because it was not only about the most "fun" and "creativity inspiring" activites but also a giant picnic with hundreds of friends from all over town! Plus no matter how messy the clothes ended up on the excited participants, the only shouts from the parents were those of encouragement and cheering! 1500 children participated in the various outdoor games in ‘Daag Uthshob’ held on the premises of the Residential Model School and learnt that ‘Dirt is Good’ indeed!
