A pioneer in the Indian detergent powder market, Surf Excel is one of the most famous brands of Hindustan Unilever Limited (HUL) – one of the largest Fast Moving Consumer Goods (FMCG) Company in India.
BLAZE TO BRILLIANCE
Established around 80 years ago in India, HUL works to create a better future everyday and helps people feel good, look good and get more out of life with a wide range of brands and services. Unilever’s Surf Excel was launched in 1959 as the first detergent powder in India and was initially positioned on the clean proposition of ‘Washes Whitest, White as New’. Surf Excel’s wide range of product portfolio includes Surf Excel, Surf Excel Matic (top load and front load), Surf Excel bar, Surf Excel quick wash, Surf Excel easy wash and Surf Excel liquid detergent.

FAITH FACTOR
The superiority of Surf Excel was established with an image of stain removing expert. The new innovations made a real difference to the market of Surf Excel. However, with the launch of lower priced brands, the challenge for Surf was to justify itself by educating the consumers how it was still economical than others and hence Surf Excel re-invented itself in the 1970s. Surf Excel believes in constant innovation which makes a real difference to the lives of the consumers. It keeps on launching live campaigns and events to support many causes and to popularise the product.
ENGAGEMENT THAT ENTHRALS
Surf Excel, a brand actively involved in undertaking social welfare initiatives for children, has joined hands with CSRindia.com to launch an interesting campaign called ‘Lend a Helping Hand’ in a bid to share the joy of education with underprivileged kids. With this campaign, Surf Excel will be leveraging social media to encourage spontaneous and innovative ways to help others.
INNOVEDGE
Taking cue from the problem of water shortage in many parts of India, Surf Excel launched a revolutionary product, Surf Excel Matic, with a low foam formula which would effectively remove stains and simultaneously save two buckets of water.
Revathi and Shabana Azmi were the two faces of this campaign to promote the innovative product and the larger cause of water conservation – ‘Do bucket paani rozaana hai bachana’.
Surf Excel Quick Wash is powered with a path-breaking technology – it reduces water consumption and the time taken for rinsing by 50 per cent. It is a significant benefit, given the acute water scarcity in many parts of India.
BRAND EQUITY
Re-introducing itself as the choice of a ‘no-nonsense, smart, independent, prudent homemaker, who are conscious of their budget and yet will never compromise on the quality of products that they buy’, Surf Excel became a household name and a preferred choice for every homemaker. Yet again, contrary to the general perception that certain stains can’t be removed from the clothes (such as tea and coffee stains or stains of chutney), Surf Excel turned this belief on its head by proclaiming ‘Daag Ache Hain’ (stains are good). In its 2005 campaign, Surf Excel translated the philosophy that every stain a child brings home is an experience – a value learned in the process of getting dirty!