SURF EXCEL

ABOUT BRAND

 Daag Acche Hai

Company Name – Surf Excel
Founder – Unilever 

 Surf Excel is the first detergent powder of India and Pakistan. It was launched as a replacement of bar soap, indiscriminately used by housewives. The product was initially launched in Pakistan in 1948 and then in India in 1959. It was known as Surf and later in 1996 its name was changed to Surf Excel. The product name is presently replacing the word detergent powder in the entire country.

Surf Created A New History In India With Its Promotional Strategy

 One of the key reasons for Surf to capture the Indian market successfully is its appropriation of Niche. Unlike targeting the whole market, it targeted the middle-income group and the householders. However, in terms of promotion, Surf Excel made some miracle in the Indian market. The sensation had such a root that, the entire name of detergent powder has been replaced by Surf. 

From the beginning itself, it focussed on the TV screen. Perhaps they assumed it to be the future knowledge box of the middle class. One after another, it telecasted important messages as taglines. Alongside with that, applied some easy techniques to attract the middle class towards it. Here are some of the best strategies that it followed to find immense success – 

• Surf Excel Telecasted Lalitaji as the middle-class housewife in reply to the star-casts of its competitors. Thus, they established itself as the most essential household product for all Indian families. 
• ‘Jaise Bhi Daag Ho… Surf Excel Hai Na!’ is the tag of them, they adopted next. It showed the confidence its consumers are having on it. The tagline also made it very much popular to the next generation, standing at the dawn moment of Y2K. 
• It then came up with a campaign – ‘Do Bucket Pani ab Rojhana hi Bachana’. This campaign marked its technique adopting skill and with that established householder’s ease for using it. This particular campaign promoted their Quickwash product perfectly. 

Conclusion 

To conclude, one thing must be said about Surf Excel. It is the oldest brand of detergent powder of the nation and it established the age-old proverb, ‘Old is Gold’. Many big brands came to market. Some of them retained their hold in the market and some perished. But Surf Excel always maintained their product quality. They edged above the competitors in terms of TV Ads.

Moreover, with a rigorous marketing approach, they claimed its position at the top of all. It is one of the oldest indigenous brands of the nation and it showed its supremacy in the market in style. In simple words, this brand is a perfect lesson to be followed by all other brands and companies.