n exciting product category lends itself to exciting advertising. What can an agency do if it has to deal with a brand in a mature business like detergents with a basic function like delivering clean clothes? The surprising answer is: quite a lot. It�s not an easy category to create arresting advertising for, but agencies are sure giving it their best shot.

Though detergents are all about cleaner clothes and removing stains, brands have been finding better ways of telling the same story in an attempt to break the clutter. Hindustan Lever Ltd�s (HLL) charming campaign for Surf Excel, �Daag ache hai� is - to use an inappropriate pun - a shining example. This, although it has attempted an Indian rendering of a basic idea, �Dirt is good�, that parent Unilever has been propagating in many countries, including the UK and the US. ... more