Mumbai: Growing older comes with pre-conceived notions of ‘acting your age’ that one has been societally conditioned towards. But it is indeed the moments of letting the inner child out in spontaneous abandon that make our lives fuller. Surf Excel uses this thought in its latest Holi campaign to bolster its 'Daag Achhe Hain' brand proposition. The new TVC seeks to inspire us to keep our inner child alive and give into these playful impulses.

The 360 degree campaign film crafted by Carlos Creatives showcases a heart-warming bond between a little girl and aunt, with the former wanting to include her aunt in the animated festive celebration amongst children. When the little girl insists that her aunt join them, the aunt moves away, saying it’s not her age to play like them. How the child convinces the lady to drop her inhibitions and join in the fun and experience pure child-like glee forms the essence of the ad film.  The film accompanied with the message 'Jo Rang Bachpan Lautaye, Woh Rang Achhe Hain' makes us examine the boundaries that keep us away from finding the joy of reliving our childhood.

“This year we wanted to steer our ‘Daag Achhe Hain’ towards bringing the inner child within each of us to life, and experiencing the joy of child-like abandon,” said Hindustan Unilever home care executive director Prabha Narasimhan, commenting on the launch of the campaign. “With our latest TVC campaign we aim to strike an emotional chord in a slice-of-life context that appeals to every adult. While the context in the film is that of Holi, the message is an all-pervasive one. We hope our consumers connect with it as much as we did while conceptualising it.”

The campaign goes live across TV and outdoor media from 1 March.