Pakistan is a nation strong on human emotion, kindness and goodness; these qualities are highly evident in the month of Ramadan when Muslims and non-Muslims come together for generous causes and charitable activities. Muslims particularly work on being better human beings and better Muslims.
Be it India or Pakistan, Surf Excel as a brand has always come up with its best advertising work, especially during the festive days. From the past five years, Surf Excel Pakistan has been making headlines for its special Ramadan campaigns engaging viewers from not just Pakistan but the world over. Every Ramadan the brand wins the audience with its powerful and heavily emotional ad campaigns as there is something unique that the viewers connect with the theme and concept on a personal level which makes it hearttouching and impactful.
Riding on that spirit of Ramadan, Surf Excel Pakistan has put forward another advertisement this year celebrating the month of Ramadan by planting the concept of #EkMukammalJahan. The brand has hit the right note as it shows why stains are worth it.
The Surf Excel Pakistan ad is making the crowd emotional yet happy for all the right reasons. The ad shows little kids in a Ramadan charged atmosphere, setting an example of generosity. Their gesture of helping out the elderly is endearing on so many levels that it imparts a sense of prevailing goodwill and humanity in the people watching the ad and that is the sole reason why this ad has reached out to so many people.
Since Ramadan is all about togetherness, the new Surf Excel ad convinces one to get closer to the loved ones. It remembers those who are lost during the pandemic and also highlights the love one craves for when losing them.
The exceptional production of Surf Excel takes us to the very heart-touching and emotional journey based on love and blessings. The story of this new ad revolves around the children who visit the Old Age Home where adults are leading their lives without their loved ones. But as soon as the children arrive, the atmosphere becomes energetic and because of their presence, the elderly feel happy. It seems that the children and elderly light up each other’s worlds by providing happiness and comfort to each other. They indulge in various activities like painting an eye-catching Ramadan portrait, dying the hair, making ponytails, and many other fun activities.
In between their laughter, they spoil their clothes but they are least bothered by it as they know that ‘daagh toh chala jayega, yeh waqt phir nahi ayega’, promoting the tagline of the brand.
What moved everyone is probably the end where after spending the whole day with the adults, the children are returning to their bus with a heavy heart. It is then revealed that the children are orphans and have come from an orphanage to visit the Old Age Home. While it is a heart-breaking situation, the ad ends on a happy note.
A boy hesitating to leave the Old Age Home looks at an old man with sad eyes. The man then refers to the woman in charge of the orphanage saying that the children too have lost someone they loved just like them. “Inho ny apno ko khoya hai or hum ne bhi”. In a beautiful reply, the boy responds with a suggestion to live together and fill each other’s emptiness. “Saath reh lenge, toh koi nahi akela rahega”. The ad concludes by bringing the two sides together.
Pakistan is home to over 5 million orphans and adults in old age homes and the campaign ‘Ek Mukammal Jahaan’ is Surf Excel’s initiative to help them experience the joy of a family.
We all know that children are most loved by their grandparents. Focusing on the same, the brand comes with the theme of Old Age Home and orphan children showing the same bond. Kudos to Surf Excel for making such an insightful advertisement. The concept incorporates the theme well by showing an entire family of people, who don’t have families, enjoying in each other’s company.
It is commendable how these little angels despite being deprived of the love and affection of a family system have brought colours of joy in the empty lives of people in the Old Age Home. Although the ad was released for Pakistan, Bangladesh and the United Arab Emirates markets on television, it has resonated with hundreds of Indians online who have been sharing and commenting on it.
Look for yourself how these little angels are spreading positivity and peace across the world. 
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