Cleaning in and out

A toilet paper brand that pitches way above its category!

The ad film for Peruvian brand Super toilet paper, by the agency 121 (Peru), positions the product on 2 levels – the functional clean and the metaphorical clean. It works well because of how it is written – short and pithy.

In Peru, there is so much to clean up.
I can clean you on the outside, but the inside depends on you.
Leave a table clean, but I can’t clean what’s underneath.
I can get rid of Carlito’s flu, but not the lack of consciousness of his father.
You can always take me with you, but I can’t take care of the other things you take.
I can clean your hands, but not what you do with it.
You can find me everywhere, but asking for a ticket is up to you.
It is up to each one of us to make Peru better.

Smart work connecting a brand of cleaning paper to cleaning the nation!

Super is not the first brand to use this narrative of the ‘clean-inside’ to sell a cleaning (external) product. An Indian brand used the same narrative too!

Back in 2017, the Indian detergent powder brand ‘Ghadi’, from the Kanpur-based company Rohit Surfactants Private Limited, launched the ‘Saare Mael Dho Daalo’ campaign for the first time during Holi, in March. The agency was ADK Fortune.

The narrative is the same as Super toilet paper – there are 2 levels of ‘stains’ (or dirt; mael, in Hindi) that we can observe. One can be cleaned by the product that is advertising, but the other, the stain in the mind, can be cleaned only by us humans by consciously putting an effort.

Buoyed by the success of the campaign, Ghadi and ADK Fortune went on to use the theme for many more films – 2 for Eid (2017 and 2019) and 2 for Diwali (2017 and 2018).

The product categories are totally different – Super is a toilet paper brand, while Ghadi is a detergent powder. In the former, you use the product to clean something and throw it away, while in the latter, you use the product to clean your clothes and reuse them!

The countries are completely different too. But both agencies considered selling their product, primarily meant to clean, using a narrative that focuses on 2 levels of ‘clean’ – inside and outside.

This is quite different from Unilever’s famous ‘Dirt is good’ narrative that they launched globally in 2003, and was adopted in India as ‘Daag achche hai’ in 2005 for Hindustan Unilever’s Surf Excel.

This plank tried to make a positive out of dirt/stains and not see it as the unwanted evil as other detergent brands were framing it as.

If you observe Ghadi’s Saare Mael Dho Daalo ad films, even they have people getting stains on their clean white clothes whole doing good things and changing their mind for the better/good. But instead of focusing on the by-product of being good, Ghadi offered that all kinds of stains can be cleaned – one with Ghadi and the other with conscious effort. Surf Excel/Unilever framed it differently – sometimes, when you are doing good, the dirt is fine (because we are here for removing the surface dirt).

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