April 22 2016, 17.29 PM IST || Pocket News Alert
Brings together a variety of perspectives under one roof to emphasize the need for value building
Chandigarh, April 22, 2016: 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.
Sonali Bendre at the launch of Surf Excel #ReadyforLife campaign
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 and Sonali Bendre, Actress, Author and mother.
The key takeaways from the discussion were as follows:
§ Values are a critical life skill and value orientation is as important if not more important than achievement orientation
§ Parents should focus on inculcating the right values and success will automatically become a byproduct of this process
§ Values instilled in children at a young age will help themget ready for life – it is important for parents to set the example as kids are likely to follow and practice what they see from their parents
§ With a growing trend of nuclear families and single kids, sharing is a critical value that mothers struggle to build with their kids
Speaking on the occasion, Mrs. Priya Nair,Executive Director, Home Care, Hindustan Unilever Limited said, “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.”
Dr. Anupam Sibal, Pediatrician and Group Medical Director, Apollo Hospitals and author, explained why he wrote his bestseller, “Is Your Child Ready To Face The World?,“Over the last decade, I have seen more and more parents struggle to find the right balance between striving for achievement and building values. The very thought of shouldering the huge responsibility of parenting and most importantly instilling the right values can be daunting for many. The underlying worry that haunts most parents is - Will I be able to discharge my duty as a parent to prepare my child to face the world? As a parent, sharing your experience so that your child does not make the same mistakes, is probably one way of doing so.”
The #ReadyForLife campaign marks the next stage of Surf excel’s brand journey where the brand philosophy transcends seamlessly to the real world in the form of a platform that will enable the brand to engage with mothers. Through this platform, mothers can register their kids to share celebrations, share sports, share time and share old favourite toys & clothes with kids at SMILE foundation. Over the years, Surf excel wishes to inspire and partner mothers in their journey to get kids #ReadyForLife.