We all go to different extents to cheer our loved ones or just to show our affection. ( im most of times accused of not moving an inch :D ). Surf excel i think has a good follow up with the boy going the extra extent to literally be his teacher's pet. Honestly i dont buy surf excel because i like this or their previous ads. The first time i had to buy washing powder the surf excel box had "for front-loading machines" prominently on it. The decision was quick as it seemed like i would have to spend extra effort in figuring out if the others worked well. After that fateful day my choice has never needed a second look. My twitter research findings were mixed but extreme. Some found it very cute but some found it repulsive. I could not find out their reactions to the earlier ads.  My conclusion is that  1. this is no more repulsive than the earlier. 2. Its not making me any more or less proud about my decision 3. It could however provide an opportunity for some to get bullied in class. Unsolicited "teachers pet" kind of comments. And, that could make kids convince a switch. It also opens opportunity for competition build on it.