Surf Excel Partners Mothers to Build Values in Kids to Get Them #ReadyForLife

By 121 News

Chandigarh 22^nd April:-   Today's kids live in a highly competitive world where parents do everything in their ability to help them succeed in life. Most parents are concerned that in doing so, are they actually doing enough to build values that will help their kids become a better human being.This brings us to the moot question- In balancing between striving for achievement and building values, are kids getting Ready for Life. Surf excel, India's leading premium laundry brand has come forward to address this parenting dilemma by building meaningful engagements with mothers through its platform called #ReadyForLife.

Surf excel is India's most loved laundry brand and has been built on over a decade of consistent advertising on "Dirt is Good". The philosophy is that if kids get dirty in the act of doing good, then dirt is good. The same has been used extensively to propagate value building in children. The #ReadyForLife campaign is a natural progression of taking this concept to the next level by starting a dialogue and building engagement with mothers on this parenting topic.

To jump start this campaign, Surf Excel hosted an informative panel discussion with experts from the fields of child care and parenting. These included–Dr. Anupam Sibal, Pediatrician & Group Medical Director at Apollo Hospitals and author, New Delhi; Dr. Indu Shahani, Dean of HR College and Former Sheriff of Mumbai; Mrs. Rupal Patel, renowned Child Psychologist and parenting expert andSonali Bendre, Actress, Author and mother.

Speaking on the occasion, Mrs. Priya Nair,Executive Director, Home Care, Hindustan Unilever Limitedsaid that the #ReadyForLife campaign is an extension of the brand philosophy of kids getting dirty for a purpose which is to build values. The idea stemmed from meeting

Consumers who expressed that sharing was a habit that they struggled to inculcate in their kids. Through this campaign we aim to start the right parenting conversations about value building and also provide parents an ecosystem to kick start the process with their kids.  This is only the first step of a multi-year journey through which we will engage with millions of parents in this space of building values in kids. We hope that this engagement will evoke a sense of empathy in the kids who participate which will be a step to them becoming ready for life.