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Assingment ON: Surf Excel
Assingment ON: Surf Excel
ON
SURF EXCEL
Surf Excel, launched in 1959, is one of the oldest detergent powders in India and
Pakistan. Initially, the brand was positioned on the clean proposition of “washes whitest”.
However, with the emergence of numerous local detergent manufacturers and the entry of other
global brands, Surf Excel underwent various changes in its Brand Communication; from 'lalitaji'
to 'dhoondte reh jaaoge' to 'jaise bhi daag ho, surf excel hai na', and is today communicated on
the platform of 'Dhaag achcha hai'. This is in line with the global communication platform of
Dirt Is Good, which is a communication strategy of Unilever for its premium detergent products,
sold under various brand names; such as Omo in Brazil and Persil in UK and France. Today,
Surf Excel leads the Premium Fabric Wash Category in India.
• Surf was the first brand of detergent that was advertised on TV. It is advertised on more
than 300 channels across the globe.
• Introduced the concept of bucket wash to housewives who up till now used to washing
clothes with laundry soap bars.
• Brand to set up a one-stop shop - called Care line - for people seeking solutions to their
varied laundry problems.
• Surf Excel underwent various changes in its Brand Communication; from ‘Lalitaji' to
'dhoondte reh jaaoge' to 'jaise bhi daag ho, surf excel hai na', and is today communicated on the
platform of 'Dhaag achcha hai'.
• HLL is now reworking the Surf Excel strategy by moving away from positioning the
brand on functional benefits, to building an emotional connect.
• Surf Excel is currently running two campaigns riding on the popularity of the "Daag
Ache Hain" (Dirt is good) campaign.
• The new campaign too strikes a chord with the consumers. Power of a “Big Idea”.
• The second campaign takes a cue from the World cup. The ad features a group of kids
preparing for World Cup 2015.
• The company has re-packaged the product using brick packaging which is a first among
detergents in the country.
Surf Excel, a leading detergent brand from Hindustan Unilever Limited, has come
together with India’s leading Radio Network, Radio City 91.1 Fm to celebrate International
Peace in Mumbai, where Children across the city got dirty for a noble cause and spread the
message of peace in a unique & colorful way. Children across Mumbai are invited to participate
in this activity through an on air campaign on Radio City. Across schools, kids will leave
colorful hand impressions on multiple canvases. Surf Excel will then showcase these canvasses
on hoardings and in malls across the City, in a bold statement for World Peace as defined
through a Child’s eyes.
Surf has been in the market for a long time and has effectively managed its product life
cycle with the help of product innovations and great marketing strategy. The recent campaign of
surf excel with the base line that says "Dirt is good" comes as a pleasant surprise to the Indian
consumers. This campaign has a huge significance. It says
It is OK to enjoy life
Surf Excel products include Matic, a detergent powder designed specially for
washing machines as it has a low lather formula. Be it top load or front load, choosing Surf excel
Matic makes perfect sense.
Surf excel Quick wash has a special low lather formulation that removes tough
stains while saving two buckets of water. It smartly converts hard water to soft water and this
happens as soon as the soap and water mix.
Surf excel Blue is a colour care variant. It penetrates into the layers of fabric and
removes tough stains.
Surf excel Bar targets tough food stain. Surf excel Bar is made of 'Pure clean
technology'. It does not contain mud-like contents. Other ordinary bars contain upto 40% mud-
like contents.
Surf excel Gentle Wash is suitable for woolens, baby clothes, silks, crepes,
georgettes and other special clothes. It gives a caring wash for all special garments. It removes
stains without damaging colours and leaves them fragrant.