Surf Excel, Detergent brand is known for its advertisement promoting Hindu-Muslim harmony in the society. The brand is back with yet another commercial inspired by Ramadan. The 2-minute long advertisement is based on the concept of good deeds during the Muslim festival.
The commercial features a young Muslim boy expressing his curiosity to his father on doing good deeds during the coronavirus lockdown. His father responds, “where there is a will there is a way.”
The video move along with the boy arranging for meals, fruits and other essentials for his neighbours, and watchman. At the end, the boys’s father happens to be a doctor fighting the coronavirus.
The advertisement also has a song ‘Neki Nahi Rukegi’ highlighting the message of unity for its USP ‘daag acche hain’.
In February 2019, the brand used the concept of Hindu-Muslim bonding for their advertisements during Holi.
However, the campaign was criticised by the users and felt that the ad was Hindu centred which portrayed that Namaaz is more important than Holi.