Did you know that 67% of children today fear the consequences of failure? This is perhaps due to the pressure built on them by their parents from a very early age, to succeed not only in academics but also in extra curriculum such as dance, sports, music and more. After all, we live in an increasingly competitive world.
What we often forget is that coping with failure is a key life skill that children need to learn. With this context in mind, Surf excel introduced a brand campaign called #HaarkoHarao to demonstrate how failure can be a learning experience. This campaign marks the next stage of Surf excel’s brand journey where the brand philosophy transcends into the real world to help address a real parenting challenge. It also is a seamless extension of the brand’s decade-long ‘Dirt is Good’ philosophy by telling parents that if kids get dirty in learning to defeat failure, then dirt is good.
#HaarkoHarao is the spirit of learning from failure and eventually defeating it. Surf excel hosted a launch event with inspiring stories on defeating failure, followed by a panel discussion by a former captain of India cricket team Sourav Ganguly, former badminton player and coach Pullela Gopichand, film actress and renowned author Twinkle Khanna, Headmistress Lilavatibai Podar School Mrs. Preeti Kumar, and renowned child psychiatrist Dr. Harish Shetty.
Speaking on the occasion, Ms. Priya Nair, Executive Director, Home Care at Hindustan Unilever Limited said,“The #HaarKoHarao campaign is an extension of Surf excel’s decade-long ‘Dirt is Good’ philosophy. The campaign is rooted in a modern parenting challenge of helping kids cope with failure. In a society that is so achievement oriented, a lot of kids struggle when they are faced with failure. As a society, our tolerance for failure is very low. We want to change that with Surf excel and want to create a movement to change the perspective on failure to a learning experience.
We intend to reach out to parents, teachers and society at large through this campaign because the change needs to be collective to make a difference. Today’s launch is only the first step in a multi-year journey through which we will engage with millions of parents in this space. We believe that if we do so, we will create a better environment for kids to grow up in.’’