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… Continue reading