2. SURF EXCEL , IMC 2
CONTENTS
1) About HUL
2) Evolution
3) Product Range
4) A Journey
5) Media Strategy ( Traditional )
6) Media Strategy ( Non-Traditional )
7) Promotion
8) Ad Campaigns
6. 1959: First national detergent brand that used Television
for its advertisement
1970’s: Threat from “Nirma Washing Powder”
“Lalitaji” campaign to communicate
the price value equation
1990’s: Rise in competition in the mid price
powder segment with the launch of “Ariel”
“Daag Dhoondte Reh Jaaoge” campaign
1996: Launch of Surf Excel
New variant offering “Complete Cleaning and Care”
“Jaise bhi daag ho, Surf Excel hai na”
6 SURF EXCEL , IMC
7. Surf Excel: A Journey in Brand
Communication
2003: Surf was re-launched as Surf Excel Blue
“Jayega Nahin Jayega”
2005: “Daag Acche Hain”
“Agar Daag Lagne se kuch acha hota
hai, toh Daag Acche hai”
2006: Surf Excel Bar
Rin Supreme Bar to Surf Excel Bar
Campaign based on “Good news Bad news platform “
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SURF EXCEL , IMC
8. Broadcasting, Print media
Billboards and posters
Print Media, such as newspapers,
magazines , direct mails
Broadcasting media, television and radio (FM
channels)
Frequency of ads is higher during the time
slots 1.00 pm to 3.00 pm and 9.00 pm to 11.00
pm
Word of mouth publicity
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SURF EXCEL , IMC
Surf Excel : Media Strategy
( Traditional )
10. Title sponsors of TV shows (Surf Excel Little Masters 2010)
Since last 5 year Surf Excel organizes children's festivals
Surf Excel has it's own YouTube channel wherein children share their
“ Dirt is Good “ experiences
Surf Excel tied up with the movie – Chillar Party
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SURF EXCEL , IMC
Surf Excel: Media Strategy
(Non-Traditional)
Launched in 1959 as “Surf”, first detergent detergent powder in India Surf Excel underwent various changes in its Brand Communication
In 1990, following the launch of Ariel, “Surf” became “Surf Ultra”
In 1996, “Surf” redefined itself by launching Surf Excel
In 2003, the base variant Surf was re-launched as “Surf Excel Blue”
In 2006, it added “Rin Supreme Bar” as “Surf Excel Bar” into its portfolio
2005- Surf Excel broke the clutter by adopting stains, thereby adopting the philosophy of Dirt is Good” (“Daag Acche Hain”)
Dirt is good was communicated through different approaches with the tag line “Agar Daag Lagne se kuch acha hota hai, toh Daag Acche hai”
2006 - Nationwide campaigning announcing migration of Rin Supreme Bar to Surf Excel Bar‘
