Jayanto Banerjee, national planning director, Hakuhodo Percept says that HUL has been one of the first ones to talk about Keeping India clean (Little Gandhi campaign) even before the Swacch Bharat Abhiyaan was established. He finds the campaign good but one which will probably not break clutter. "Lifebuoy was doing 'Clean India,' Surf tried the 'Two buckets of water' campaign. There definitely is a shift in the social cause. Now the brand spaces are all getting jumbled up," he notes. According to him, Surf Excel should stick to its 'save water' cause, an issue, he feels, is equally relevant. - http://www.afaqs.com/news/story/44427_Partnering-with-Swachh-Bharat-Abhiyan-was-a-seamless-brand-fit-HULs-Vandana-Suri