University Of The Punjab

Jhelum Campus
Assignment Topic

5 M’s of Advertising Program of Surf Excel Ramadan

2020 Ad

Submitted To
Ms. Nabegha

Submitted By

Umar Farooq BBA-F17-M-64-B

Semester

Fall-17 (6th)

Submission Date

31-May-2020
 1. Message Strategy:
There are two main types of advertising: product advertising and institutional advertising.
Product advertising attempts to sell a product or service that is aimed at either final users or
distribution channel members. Institutional advertising attempts to sell an organization’s image,
reputation or ideas. The objective is to promote organization’s goodwill.
The process of developing the advertising message involves message generation, message
evaluation, message selection, message execution. The objective here is to create an effective
message. With the target audience in mind, the message should be something that they can
relate to and believe.
The ad I selected for this is Surf Excel’s for the Holy Month of Ramadan 2020 titled “Neki Nahi
Rukegi.”
Ad link: https://www.youtube.com/watch?v=SK0aFhkyka8

The spot opens with a kid and his father talking about doing good deeds in Ramadan by helping
other but due to Covid-19 as we all are stuck in our houses and can’t go out the kid asked “Dad,
how can we do good deeds in these times?” Dad replied “when there is a will to do good deeds,
you’ll find a way to do good deeds. The next frame shows the boy packing lunch for security
guard of the residential building and using a rope to deliver it, determined to follow his father's
advice he takes a bag of essentials and drops it outside the flat of his old neighbor. The film
then features other young kids in the building helping a nurse, police man by making them food
packets, sharing thank-you notes and cleaning their homes to express gratitude for their
service. By doing all these good deeds the kid gets dirty and as Surf Excel’s Positioning
Statement is “Stains are Good (Daag to Achy Hoty Hain)”

Advertising Appeal
Surf Excel used “Emotional, Timeliness & Safety Appeal” in this ad.

Core Values
Surf Excel's communication has been consistently building on its Purpose of developing values
in children. This is expressed through the brand's point of view that if in doing something good,
children get dirty, then dirt is good (Daag Achhe Hain). The brand keeps these stories relevant,
topical and endearing for parents to connect with them, be it the functional campaigns or
emotional/festival campaigns such as Holi, Diwali and Ramadan.
The core values covered in this ad are following;
Helping others in the Holy Month of Ramadan.
Paying tribute to our front-line soldiers fighting against Corona Virus.
Dad & Son Relationship.
It portrays the spirit of Ramadan.
Doing good deeds in the Holy Month of Ramadan.

Points of Parity (with respect to Ariel)

Remove stains.
Both the detergents have high prices.
Both the detergents are available in same sizes and packaging.
Both have special fragrance in them.

Points of Difference (with respect to Ariel)

As Surf Excel come up with ad like this Ariel never shown such ads.
Surf Excel have its special chemical formula.
Surf Excel have more bleach contents then Ariel in it.
Surf Excel use Functional and Emotional Appeal while Ariel use Functional and benefit
appeal for advertising.
Logo

Positioning Statement
“Daag Toh Achhe Hoty Hain” (Stains are Good)

Visuals
In effective advertising, its not just the words that communicate, the visuals must communicate
too. Visuals do something better than words. In the Surf Excel’s ad, the kid is helping the old
man, security guard of society paying tribute to front-line soldiers fighting against Corona Virus
without speaking a word that are the visuals. They are communicating with us and urge us to
help other in these times.

Ad Copy
Ad copy is a sales letter that addresses the possible objections a customer might have. It also
highlights the key features and benefits the customer will receive by making a purchase.
The Surf Excel mirror the user’s objective in this ad, as the many people want to help other in
these times and they come up with this ad and urge us to help others and if you get stains don’t
worry stains are good wash them with Surf Excel. They come up with a very unique idea to pay
tribute to front-line soldiers and they use emotional appeal to get customers heart/mind on it.
 2. Mission or Objectives
The mission has two parts: specific sales volume goals for a period of time and the advertising
objective. Advertising objectives are specific communication tasks to be accomplished with a
specific audience in a specific period of time. There are four possible objectives of an
advertisement: to inform, to persuade, to remind and to reinforce.
The mission of this ad was to urge people to help front-line soldiers fighting against Corona
Virus and in doing so if they get stains, they can remove them with the help of Surf Excel
detergent. Mission was also to raise awareness that how we can help others despite the
lockdown. As they said in ad “when there is a will to do good deed, you’ll find a way to do good
deed.” Surf Excel’s mission of this ad was also to increase sales volume of their detergent.

3. Money or Budget
Money is also critical decision while going for advertisement. Different media charge different
cost. The Internet is cheap media to advertise but everyone cannot use the internet in his
advertisement strategy. Every type of media has different package for advertisement for
example newspaper have so many packages for advertisement and TV channels also have
different budget packages according to time.
Surf Excel’s advertisement budget of year 2020 is PKR 80,000,000 which was PKR 40,000,000 in
2012. If we talk about this ad, the ad was released first at social media. It got 6 Million views at
YouTube in just one week. The whole ad was filmed in a building and was released at internet
media so it is less costly than others.

4. Media Strategy
Definitely selection of media is the most important component in the advertisement. There are
so many media available for advertisement but selection is at the same time so much more
critical. The decision of media selection depends on the target market.
If we talk about the Surf Excel’s ad of year 2020, this was released at internet. As the ad is 2-
minute-long the TV channels would be so costly for this. Internet media is the cheapest media
for advertising.

5. Measurement or Evaluation
Measurement is an essential step to ending advertisement strategy. Without evaluation how
you can identify that you achieve your objectives? Same in the case of the advertisement, you
have to measure your advertising strategy that either you get the same return or not. Again,
measurement depends on media selection. Every media has its own measurement techniques.
As this Surf Excel was released at social media it got 6 Million views in just one week at Surf
Excel’s YouTube channel. Surf Excel can evaluate their sales volume before and after releasing
the ad whether their sales have increased or not? Whether this ad has changed the customers
behaviors? Whether they got the response they were expecting or not?