Surf Excel has launched a marketing initiative in India called 'Fulfill a Wish' calling upon its one million Facebook fans and consumers to be genies for a day and be the ones to fulfill wishes for a change. The Facebook app lets consumers pick a wish made by a less-privileged child that they, as the more privileged lot of society, have the ability to grant. The Unilever detergent brand tied up with over 40,000 NGOs across the country via International Justice Mission (IJM) and India Guide Star, an online database of Indian NGOs. To date, the Surf Excel app has notched up over 300 wishes fulfilled.
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Brand: Unilever, Surf Excel | Sector: FMCG, Household | Objective: Build brand engagement | Agency: eYeka | Format: Facebook, Social Media |
Priya Nair, vice president and category head, laundry, HUL, said: "In advertising terms we show it as moments in which the child develops and grows. But if you have a great idea to begin with one can do more than merely translate it for other media; it is quite simply adaptable to any medium."
Atul Hedge, CEO, Ignitee, a digital agency, said: "At the moment most of the activities in this area are pseudo marketing campaigns and don't make any real impact. Today everybody is indulging in arm chair activism on social media. You Like something and you feel like you did something. But that's not the case. Just because you Like 20 or 30 pages doesn't mean you have made a difference."
