Surf Excel backlash: Trolling of this kind has short-term effect on brands, say experts

Around festivals, brands often use ad campaigns to deliver social messages that resonate well with their philosophy and also bring a smile to the face of the consumer.

Detergent brand Surf Excel is known for spreading positive message in the society during festivals under their “daag acche hain” campaign. This time also it attempted the same with its Holi ad aimed at promoting communal harmony. The one-minute ad features a young Hindu girl and a Muslim Boy. The girl challenges neighbourhood friends to splash her with colors so that she could protect her Muslim friend who has to go to mosque to offer prayers.

But, the ad created quite a controversy on social media, with some saying that it has hurt their religious sentiments and #BoycottSurf soon started trending on Twitter