Extending one of India’s best-loved platforms.

Surf Excel (HUL) at Jack in the Box, on one of Indian advertising’s most-loved platforms. The interesting problem with a beloved idea is never reach — it’s extension: how do you carry a decade of equity forward without diluting it or repeating it?

Follow the platform’s own logic one step further. If dirt is good because learning is messy, then so is failure — and ‘Daag Achhe Hain’ grows up into ‘Haar Ko Harao.’