We are usually taught to stay from dirt. "Do not jump into that puddle". "Do not ruin your clothes"."Don't make a mess". Surf Excel's "Daag Achhe Hain" campaign begins with this instinct and then quietly challenges it. When a parent watches a child get muddy while playing, learning or helping someone the first reaction may be concern. About the clothes, the mess or what might happen next.. As the story unfolds in a familiar and secure setting that concern turns into reassuran
