Assignment I

of Advertising and Sales Management

on
AIDA Advertisement Model
(Surf Excel TV Commercial)



Submitted To: Submitted By:
AIDA Model of Advertisement:
In 1925, Strong created a behavioral model, i.e., AIDA with a purpose to make sure that an
advertisement raises awareness, stimulate interest, and leads the customer to desire and
eventually action. AIDA stands for Attention/ Awareness, Interest, Desire/Conviction and
Action. The model is considered to be highly persuasive and is said to often unconsciously
affect our thinking. According to the model:
1. Attention: You need to be quick and direct to grab peoples attention. The use of
powerful words, picture, attractive graphics, unexpected content or a situation that
you can relate to; that will catch the peoples eye and make them stop and see what
you have to say next.
2. Interest: Once catch the attention of your target audience, you need to make sure that
you engage them for long enough so that they will feel like spending the time to
watch and comprehend what you have to say. This one of the most challenging stages
of AIDA model.
3. Desire: As you are building a persons interest in your ad, you also tend to make them
understand what you are offering. The interest and desire parts of AIDA go side-by-
side. FAB (Features and Benefits) is one of the good techniques that can arouse the
desire in the people as you tell them about the products features and benefits because
they may relate it to the satisfaction of their personal needs and wants.
4. Action: The final step of the AIDA model leads to action of the person to
purchase/order/subscribe the product shown in the advertisement.
Flow Chart: AIDA Model of Advertisement

Situation or
Unexpected
Content/Surprise
Animation/ Graphics/
Titles
Attention
Raising mystery
Relevant Message
Promise Satisfaction
Interest
Features and Benefits
Special offer
Must-to-have effect
Desire
Purchase/ Order
Subscribe
Action
Surf Excel:
In 1959, Hindustan Unilever Limited (HUL) introduced Surf as the first detergent powder
in India. Initially, the brand offered superlative whiteness and the housewives were using
laundry soap bars but Surf offered them better and cleaner results with much less efforts. The
emergence of numerous local detergent manufacturers and entry of global brands lead to
various changes in the brand communication for Surf. In the 1990s, Surf changed to Surf
Ultra by saying Daag Dhoondte Reh Jaaoge (Keep Looking For Stains) amidst emergence
of mid priced powders. In 1999, the company introduced the campaign- Surf Excel Hai Na!
establishing the image of the brand as a Stain Removal Expert. In 2003, with new
innovations, the company launched a new revolutionary product with low foam formula,
effectively removing stains and saving 2 buckets of water with the slogan- Do bucket paani
rozaana hai bachana! (Save 2 Buckets of Water Everyday) In 2006, Surf Excel launched
Surf Excel Bar offering superior product without any dissolved minerals and removing stains
efficiently with minimal effort. Since 2005, Surf Excel follows the slogan Daag Achhe Hai!
(Stains Are Good) focusing on the relationship shared by mother and her child. The new
theory focuses on if a child leans something and gets dirty in the process then stains are good.
The company came with numerous heart-warming commercials over the years.
Surf Excel is sold under various brand names such as Omo in Brazil, Persil in UK and Skip in
France, Greece, Spain and Portugal. Current product range of Surf Excel comprises of: Surf
Excel Detergent liquid, Surf Excel Easy Wash, Surf Excel Detergent bar, Surf Excel Gentle
Wash, Surf Excel Matic Front Load Powder, Surf Excel Matic Top Load Powder and Surf
Excel Quickwash.







AIDA Deconstruction of the Advertisement:
The advertisement features a grandfather getting ready to go to their own home from his
sons house, while his grandson watches him put on his socks. Then the grandfather searches
for his shoes and while doing so sees his sad grandson because they are leaving, he tells his
grandson that they will come back soon. Then the grandson goes and finds his grandfathers
shoes and polishes them and while doing so, his clothes get dirty. As he hands over the shoes
to his grandfather, his grandfather praises and his grandmother tells his mother that the child
added to her chores with the dirty clothes but the mother smiles and tells her that its no issue
because she has Surf Excel Easy Wash which has the power of ten hands and makes
washing clothes easy and effortless. The advertisement finishes as the childs father loads the
luggage in the car, the bag is heavy to lift and the child says that his father also needs 10
hands to lift the bag.
The advertisement can be
deconstructed on the basis of
AIDA model of Advertisement
in the following manner:
1. Attention:
The advertisement caught my
attention when the grandfather
and the grandson bond was
portrayed in the beginning. The
situation instantly made me relate to the bond a grandchild shares with his/her grandparents.
The emotion was portrayed beautifully as the grandfather was getting ready and the
grandchild doesnt want his grandparents to go away for long and how the grandfather says,
We will come back very soon.

2. Interest:
The next element of the model is Interest, which was created by how the child finds his
grandfathers shoes and sees that they are dirty, then he starts cleaning and polishing them.
The point of interest was how the grandfather couldnt find his shoes and his grandson found
them and saw that they are dirty and he should clean them for his grandfather. Even though
he doesnt want his grandparents to leave but still watching the dirty shoes of his grandfather
he begins cleaning them for him.
And as he hands the shoes to his
grandfather, his grandfather is very
happy and praises his grandson for
his hard work.

3. Desire:
According to the advertisement, when the grandmother tells her daughter-in-law that how the
child made her laundry job tough by getting dirty, the daughter-in-law tells her that the new
Surf Excel Easy Wash is a very good and efficient detergent powder because it has the
power of ten hands and makes it easier to wash hard stains very easily. Thus, the desire to
purchase the products comes from how easy and efficiently hardly stained clothes can be
washed easily. Since, Surf Excel is the first detergent powder of India and its claims of
quality products is eminent thus it ignites a desire to buy the product.

4. Action:
After watching the advertisement and carefully thinking and understanding whether the
product satisfies the needs we take decision whether to buy the product or not. The ultimate
action can be purchasing the product and also telling your near and dear ones, how efficiently
the product works. It can be helpful to the families with younger kids who get dirty quite
often while playing.










Conclusion:
In the end we conclude that, because Surf Excel is following the concept of Daag Acche
Hain! (Stains are Good); the company is emphasizing how the children learn something and
in the process get dirty. In this advertisement, the company has beautifully portrayed the
relation of a grandfather and grandson, where the grandson wants to make sure his
grandfathers shoes are spotless and shining, so he polishes his grandfathers shoes but gets
dirty himself while doing so. It shows how much he loves his grandfather, that in order to do
something for his grandfather his clothes get dirty but his mother makes sure that his clothes
are clean with the help of Surf Excel Easy Wash- the power of ten hands. The company has
followed emotional copy in this advertisement.


References:
1. AIDA from http://www.mindtools.com/pages/article/AIDA.htm
2. Our Journey from http://www.hul.co.in/brands-in-action/detail/Our-Journey/306348/
3. Surf Excel from http://en.wikipedia.org/wiki/Surf_Excel
4. Picture 1 from
https://m1.behance.net/rendition/modules/119730615/disp/715aaf6f71d0b439391727e
f2ecf98a2.JPG
5. Picture 2 from
https://m1.behance.net/rendition/modules/119730611/disp/478f5d922e217844fc8e605
7c43310e4.JPG