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Surf Excel
Embracing Dirt as an act of faith

RAN IN: Pakistan

CLIENT
Hindustan Unilever

Nikita Kohli - Sr. Brand Manager Sandeep Tanwani - Director, Laundry, South Asia Heemanish Midde - Asst. Brand Manager, Surf Excel, South Asia

AGENCY
Hindustan Unilever *Lead Agency

Nikita Kohli - Sr. Brand Manager Sandeep Tanwani - Director, Laundry, South Asia Heemanish Midde - Asst. Brand Manager, Surf Excel, South Asia


Edelman India

Ashutosh Munshi - National Director – Integrated Communications


Jack In The Box Worldwide

Varun Suri - Business Director


SUMMARY

When a Surf Excel was flanked by Ariel on one end with functional superiority and by mass market brands with value on the other, it decided to stick to its purpose and talk to a rarely addressed community. It elevated the conversation from purpose to the level of faith and did it beautifully for three consecutive years. Creating a sweeping wave of emotions among consumers and forging strong brand bonds with the them. We saw great results.


Hero Medium: TV

Audience: Housewives/Homemakers

Objectives: Build brand equity, Increase brand loyalty, Retain Existing Customers

Language: English