Surf Excel is the HUL laundry brand for the ‘Affluent’ or premium-class. Earlier the focus of the brand was on functional attribute of whiteness as shown in this 1970s ad featuring Lalitaji as shown below. But over the year the focus of this range of detergent powder has changed to broader emotional positioning and now it claims to cater to ‘constantly changing washing needs of the Indian homemaker’.

This range of detergent powder provides the benefits of ‘removing stains’ and ‘keeping the color as it is’. The taglines of the brand has been ‘Dag Mitane Ki Sakti, Power Aur O Ke Mukable Dugni’, ‘Dag Hataye Raang Nahi’ etc. One more popular tag line of the brand was ‘Naya Surf Excel Hai Na’. Surf Excel quick wash was launched to cater to the water scarcity problem in India – it reduces water consumption and the rinsing time. The concept was promoted with innovative ADs with theme ‘Do Bucket Pani Ab Rozana Hain Bachana’. The recent theme of the Surf Excel ADs has been ‘Daag Acche Hain’ or ‘Dirt is Good’. The official website of the brand is: www.surfexcel.in