Remember the Surf vs Ariel duel? Those were the days when Procter & Gamble was as active as Levers. We used to wait with baited breath for the next Surf rejoinder to the Ariel campaign, or vice versa. If nothing else, it used to make commercial breaks as interesting to watch as the main programmes.

The fight has lost its zing with Ariel mellowing in the media. Despite that, Surf Excel has continued to run some very interesting ad campaigns. The latest from Surf Excel is currently running on television. This is the ad where many people are seen walking with two buckets full of water. They then pour it into a large reservoir. At this point none other than Shabana Azmi informs you what a great thing this saving of water is for the country and implores you to use Surf Excel.

Almost as an afterthought, the stain-removing property of the brand is mentioned. On a couple of counts, this advertising from Surf Excel is noteworthy. The first inimitability, of course, lies in its use of a celebrity. Instances of a brand borrowing a star?s imagery are not too frequent. Sometimes you will find a Narain Karthikeyan doing an ad for an automotive ancillary or an Akshay Kumar lending his macho image to Thums Up by standing on top of what is supposed to be Mount Everest.

In one sense, the Surf Excel ad does nothing more than that. It is borrowing a star?s imagery. What is very interesting is the aspect of the imagery that is being borrowed. Ms Azmi as a celebrity possibly has four distinct facets ? an actor, the better half of a high-profile celebrity couple, a parliamentarian and a social activist. And, of the four, Shabana Azmi as a social campaigner is possibly the least suitable for normal brand advertising (as distinct from advertising for causes like the polio vaccine).

Even then the makers of Surf Excel in their wisdom has picked that. To the best of my knowledge, this is not something that has been done before. Of course, this time Surf had to do it. The ?reason why? being offered in the ad dictated it. But then it is also true that they had the choice of not using any celebrity.

Or did they really have that choice? Without a celebrity, this ad would have become an uninteresting social service campaign. A celebrity was needed and Shabana fitted the bill the best. In that sense, Shabana was a must for this ad. The interesting question is what did they use her for?

True, with her in the ad the import of water-saving became more enhanced. Yet, come to think of it, the main purpose for which the ad has used her is to add visibility and appeal to the campaign, albeit in a very socially sensitive context. She converted that dull do-good campaign to noticeable brand advertising. So it really is the same story. The motive is the same as that of any other run-of-the-mill celebrity campaign ? adding glamour to deliver the content of the ad.

Indeed, the ?reason why? itself is something of an enigma. It is the second count on which this ad stands out. Usually, a brand tells you to use it for benefits that are to be enjoyed personally or at best by your family. This ad is offering an altruistic benefit. Good of the nation is the cause why you should use Surf Excel. This itself is curious and again has not been done too often in the past.

Will this do-good motive work? Search me. If you are trying to figure out the answer yourself, all I can do is warn you: Dhoondte rah jaoge.