A pioneer in the Indian detergent powder market, Surf Excel has constantly upgraded itself over the years to answer the constantly changing washing needs of the Indian homemaker. It is one of the famous brands of Hindustan Unilever Limited (HUL) which is the largest Fast Moving Consumer Goods (FMCG) company 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. 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.
Surf Excel believes in constant innovation which makes a real difference to lives. It keeps on launching live campaigns and events to support many causes and popularise the product. They launched a revolutionary product with a low foam formula which effectively removes stains and saves 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 time taken for rinsing by 50 per cent. It is a significant benefit, given the acute water scarcity in many parts of India. It has changed consumers’ mindset by starting the campaign, ‘stains are good’. The campaign implies that when children go out to play and get dirty, they don’t just get their clothes stained, but also experience life, make friends, share and learn from each other. This helps them get stronger and get ready for the world outside.
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 joys of education with underprivileged kids. With this campaign, Surf Excel will be leveraging social media to encourage spontaneous and innovative ways to help others.
Under this initiative, old textbooks, school shoes, uniforms, used geometry cases, pencil boxes, school bags and partially used notebooks will be collected and distributed among the less privileged children. The campaign is in association with numerous NGOs across eight metros and Surf Excel plans to distribute the goodies to the children in need.