Surf Excel

Brand Philosophy

Surf excel believes that stains are good. This is because when children go out and play and get dirty, they don't just collect stains. They experience life, make friends, share with each other and learn from each other. This helps them get stronger and get ready for the world outside.

Stains make our world better. Stains are good

1959

Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergent podwer in the country. At that time housewives used laundry soap bars to wash clothes. Surf ffered them a significantly better clean, with much less effort. The promice of ‘superlative whiteness’ – the articulation of great clean at the time, connected with consumers and helped to establish the brand.

Surf was the first national detergent brand on TV; The brand used TV to effectively educate their consumers on how to use detergent powders in a bucket for a better wash.

1990

Emergence pf concentrate and mid-price segment powers. Ad campaign “Daag dhunte reh jaoge” was launched.

1996

Surf excel launched ad campaign “Jaisa bhi daag ho SURF EXCEL hai na”

2003

Surf excel QUICK WASH was launched. Quick wash converted hard water into soft water, which made removing the stains easy.

Ad campaigns on “Shortage of water was launched across the country”.

The ad campaign named “Save 2 buckets of water everyday” increased the sales by more than 20% in water stressed areas. It saved over 30 million of water in 2 years.

2005

Ad campaign “Daag achche hain” was launched. To make “Dirt is good” truely endearing and meaningful, the stains experience was linked to learning of values. All pieces of communication hence, was based on showing why dirt is good through different approaches with the tagline – “Agar daag lagne se kuch acha hota hai, toh daag achche hain”.

My Favourite Advertisement

All the surf excel advertisements are my favourite, as every ad showcase love between different relationships, right...