New Surf Excel ad features an all-northeast cast

We’re so used to certain facial structures and skin tones that even a slight deviation from the norm makes us sit up and take notice.

Surf Excel’s new ad doesn’t differ much from its many previous releases. The child soils her clothes because she wants to help a family member, worries arise about stains, but moms know best because Surf Excel can easily get rid of stains.

What is different in this one is the presence of an entirely northeast cast. As viewers, we’re so used to certain facial symmetries that this ad stands out from the rest. “If the cast had been from North India or South India, you wouldn’t have asked that question,” says Shayondeep Pal, Regional Creative Manager, Lowe Lintas. He tells us that it was they (the agency) who proposed the idea to Surf Excel who immediately accepted.

Pal remarks that somewhere this change was necessary, but “but not to declare that oh look we’re inclusive… We’re a big country, we’re looking for actors from different parts of the country… we’re used to seeing a cast of actors across brands, so how do you change that format, that was the whole idea?”

Equinox Films, the commercial’s production house, quotes its director Deb Medhekar:

“How many times? How many times!!! Have we as filmmakers tried to pitch to a client the idea of ​​setting a film in a particular place, a particular community? Anything we’ve heard back , is that the movie has to run “Pan India” So this time when the good people at Lowe wrote a movie that was set in the hills and said the client was keen on casting in the North East , I was ecstatic!

Credits:

CUSTOMER (BRAND) – SURF EXCEL (HUL)

AGENCY – LOWE LINTAS

CREATIVE TEAM – PRATEEK BHARDWAJ, SHAYONDEEP PAL, AP ZETH, ADITYA TRIPATHI, AMIT PARIKH

MAINTENANCE CREW – KUNAL JOSHI, KASTURI SENGUPTA, DEEPAK KARNAD

PRODUCTION CO & CITY – EQUINOX FILMS PVT LTD., MUMBAI

DIRECTOR – DEB MEDHEKAR

EXECUTIVE PRODUCER – MANOJ SHROFF

DOP – RANGARAJAN RAMABADRAN

OFFLINE EDITOR – ANIKE KHANAPUR

ONLINE EDITOR – SHRAVAN KURMI (PRIME FOCUS)

SOUND ENGINEER – MELVIN SALDANHA

MUSIC DIRECTOR – GAURAV CHATTERJI

LINE PRODUCER – NIKHIL BOPANNA

ADVERTISING CHIEF – JACOB MATHEW

DA – REENI JAIN

2ND AD – ADITYA PATNI

STORYBOARD – ASHISH PADLEKAR

DI – RAHIL MERCHANT (PRIME FOCUS)

CG – MINT STUDIO

PRODUCTION DESIGNER – ANASUYA SENGUPTA

ARTISTIC DIRECTOR – AKBAR KHAN

WARDROBE STYLIST – APARNA SHAH

CASTING DIRECTOR – CASTINGTREE

HAIR & MAKEUP – PAYAL BALSE

1ST AC – KARTHIK GOPAL

GAFFER – HASAN MONDAL

LIVE SOUND RECORDER – PRADYUMNA CHAWARE

PRODUCTION DIRECTOR – AKSHAY KHANVILKAR

TRANSPORT MANAGER – SUDANSHU SAMEL

CHIEF ACCOUNTANT – VILAS SHELKE

Financial Director – RAJA VED

POST SUPERVISOR – DEEP VED

POST DIRECTOR – SURYAKANT BHAYDE

MAHABALESHWAR TEAM:

LINE PRODUCTION – IMRAN SHAIKH

LOCATION DIRECTOR – RAZZAQ SHAIKH

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