Suf Excel beautifully encapsulates the meaning of 'Eesar' in its new TVC

Surf Excel’s latest TVC leaves 4.5million YouTube viewers teary eyed

Surf Excel is known to welcome us every Ramadan with its heartfelt campaigns that somehow manage to sweep us off our feet. The popular detergent brand that beautifully breaks away from the clutter of TVCs, this year also continues to build on its #Daagtouachaihain (dirt is good) mantra. In recent years, their out of the box, benevolence promoting, encouraging and conscience provoking commercial ads have continued to be impactful ever since.

Surf Excel Pakistan knows the correct remedy to melt hearts and convey our subconscious, through a positive message with advertisements like #MadadEkIbadat, #NekiEkIbadat, #AbLagRahiDiwali, #EkNaikiRozana.



The specialty that sets them apart is the values that they preach through their super creative advertisements which convey the message that helping people selflessly spreads happiness. Their ads, entail visuals that not only inspire young children, but also celebrate their positivity, innocence, and the spirit of inclusion and understanding that they can be different and still coexist harmoniously. Media has a powerful impact and Surf Excel has got the gut to use it right!



This year, Surf Excel again has stepped up its right-in-the-feels-game with its latest commercial which welcomes Ramadan by reminding us of our relationships and how to think of others. Ramadan is synchronised with the pious attributes of spirituality, focusing on the soulful duet of fasting and feasting. However, it has an expanded belief, which we tend to forget, and that is selflessness. We lack compassion and empathy for people around us, and instead, even in this holy month we display a lot of intolerance and arrogance.

Surf Excel narrates these similar thoughts through their creative ads and their Ramadan campaigns have always inclined mostly towards selflessness, caring and kindness.


Their new TVC #EesarEkIbadat features Salim, an adorable young boy whose mother is praying for his wellbeing and a blessed, safe and healthy life on his first Roza. Next, we witness, the little boy running on the streets without caring about anything and we begin to wonder “Salim apnay chotay se hathon mein sambhalay kya leja raha hai.”

The mystery unfolds and it turns out that Salim is saving his dua for his friend Adil, who is in desperate need of blessings as he’s on his way for a treatment. Salim gives Adil, his own share of blessings, while not thinking about himself because #MujhsePehleTu. Moreover, the background music being played in the commercial takes you on a spiritual journey that hits all the right emotional notes.



The commercial was launched by Surf Excel Pakistan on the 6^th of May and in two days only, it has clocked in more than 4.5 million views on YouTube.







Surf Excel, yet again brilliantly uses the concept of storytelling in their videos to build a connection with their target audience. They admirably succeed in showing the culture, the true value of relationships and the purpose of fasting through their campaigns.

The TVC  teaches children the true meaning of altruism and how profusely caring about others rather than your own self without any expectations can help spread kindness and positivity in society.  It imparts generosity in them and teaches them to sacrifice for the sake of the greater good.

Completely moved by the video, people have taken to Twitter to applaud the campaign.

https://twitter.com/TheGrumpyDoctor/status/1125427072929759232

#SurfExcel has released yet another beautiful ad! #EesarEkIbadat

— S (@isaahrish) May 6, 2019

Ok, so @Surfexcelpk has dropped its #Ramzan Ad!

Another tear-jerker. But should have decoded the meaning of Eesar for many.
Closest meaning in English is ALTRUISM, or स्वार्थत्याग in Hindi.#EesarEkIbadat

Good job, #SurfExcel!https://t.co/XDDdI0EBj0

— Farhan (@farhanknight) May 7, 2019

While we spend most of Ramadan obsessing over what to eat for sehri and iftar, this heartwarming video serves as a timely reminder of what the holy month is really about. Surf Excel’s #EesarEkIbadat campaign uses a touching video to portray forms of worship other than prayer and fasting: selflessness #MujhsePehleTu.