Dirt is good

06/09/2011: Young film-makers in India are winning worldwide audiences via a YouTube channel backed by Unilever laundry brand Surf Excel.

girl playing with paint

Aspiring young directors have been given a chance to showcase their talents as a part of an exciting social media project from Surf Excel, India’s leading premium laundry brand.

Surf Excel invited children to share their experiences of how ‘Dirt is good’, and is now featuring the best eight of more than 10,000 film submissions on a dedicated YouTube channel.

Dirt is good: The movie

The brand’s ‘Dirt is good’ proposition is that children can have a richer experience of life when they don’t have to worry about stains on their clothes. By using Surf Excel, parents can be sure that dirty clothes will come out of the wash as good as new. The winning movie-makers produced and directed short films based on their own scripts, with guidance from industry professionals including A R Murugadoss – a director of Bollywood blockbusters.

From a little girl who brings her family together by making a special cake for her grandmother’s birthday to a boy who makes a new friend by helping to round up escaped chickens, the message of all eight films is: If something good comes out of getting dirty, then dirt is good!

Bollywood stars

The ‘Dirt is good’ films were first aired in 432 screens across India before screenings of children’s Bollywood movie Chillar Party.

Following their cinema premieres, the short films went onto YouTube in July 2011, attracting more than 120,000 views in their first week, and 330,000 by the end of August.

View Surf Excel on YouTube.

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