PROMOTION

PROMOTION

Surf Excel's promotion strategy has evolved with time. The company mostly advertises on OOH and television advertisements.

Following are their campaigns:

• 1970s : Lalitaji, Surf ki kharidaari mein hi samajhdaari hai

After the launch of lower priced brands it had to show make the consumers aware that how it was economical than others. Lalitaji was shown as a smart and prudent homemaker who is conscious of her budget but will not compromise on quality.

• 1990s : Daag hoonde reh jaoge

Surf Excel led the way by introducing Surf Ultra and and the ad showed the confidence of the homemaker who were ready to challenge anyone to find a fault with their choices or laundry.

• 1999 : Surf Excel hai na

The superiority was established with an image of Surf Excel stain remover.

• 2002 : Save 2 buckets of water

As water shortage was the problem in many geographies, their new campaign was that Surf Excel has low foam formula and can remove stains using 2 buckets less water. Revathi and Shabana Azmi were roped in to promote this campaign.

• 2005 : Daag Ache hai

This was the most risky campaign till date as it is supposed to be a stain remover and it promoted that stains are good. It immediately made a strong impact on people as it was high on the emotional side. It showed that mothers let their kids free and were not worried about dirt as the child experiences life and does good deeds.

Though Surf Excel has hardly had any big celebrity promoting it as against Wheel which is promoted by Salman Khan, it still manages to be on top.


COMPANIES ARE REDEFINING THEMSELVES AS COMMUNICATIONS COMPANIES THAT ASSIST CLIENTS TO IMPROVE THEIR OVERALL COMMUNICATIONS EFFECTIVENESS BY OFFERING STRATEGIC AND PRACTICAL ADVICE ON MANY FORMS OF COMMUNICATION.