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Happy Holi! 🎨
While the world celebrates colours, one advertisement quietly changed how India looks at stains.
Surf Excel’s iconic “Daag Achhe Hain” campaign wasn’t just about detergent.
It was about kindness, empathy, and the idea that some stains are worth it.
A simple Holi story…
A powerful emotional positioning…
And a masterclass in meaning-driven marketing.
Because great brands don’t just sell products.
They sell beliefs.
This WOW Series breaks down the psychology behind one of India’s most powerful festive campaigns.
❤️
05/01/2026
Is it better for a brand to be loved…
or lusted upon?
Malèna was desired not because she was known —
but because she was seen, imagined, and unreachable.
The world’s most powerful brands work the same way.
They don’t build trust first.
They build desire.
I call this Brand Lust — when
🔹 Arousal makes everyone look
🔹 Fantasy makes everyone imagine
🔹 Scarcity makes everyone chase
That’s why brands like Supreme, Balenciaga, even cultural icons like Bluey (initially) don’t start with love.
They start with WANT.
Love is built later.
Lust opens the door.
Part 1 of Lust, Love, Loyalty will be aired this week. Join your YouTube channel to see the complete podcast: https://www.youtube.com/.official
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