An Ad Campaign on Brand

SURF
EXCEL
Presented by:
Monica Hooda
Pradeep Bamnia
Anup Dahiya
Krishan Kumar
India's largest Fast Moving Consumer Goods Company
with a heritage of over 75 years in India and touches the
lives of two out of three Indians.

HUL works to create a better future every day and

helps people feel good, look good and get more out of
life with brands and services that are good for them and
good for others.
Product line of Hindustan Unilever
Limited
 PRODUCT LINE OF HUL

1. Personal care
Soaps Shampoos Toothpaste Beauty range
Lux Sunsilk Pepsodent Lakme

Lifebuoy Clinic plus Close up Fair & Lovely

Breeze Clinic All clear Lux body wash

Liril Tresemme Vaseline cream &

lotion
Rexona Dove Ponds

Hamam

Dove
Contd

2.Food & Drink 3.Home care 4.Water purifiers

Kwality ice cream Surf excel Pure it

Annapurna Rin

Knorr soups & noodles Wheel

Kissan jams & ketchup Vim dishwash

Red label tea Ala

Lipton

Bru
 HISTORY OF SURF EXCEL
In 1959 Introduced surf with the promise of superlative witness".
Became the first national detergent brand to be advertised on TV.

In 1990- surf ultra was launched to establish a new standard of

washing performance.

In 1996- surf was redefined into surf excel, which offered three Cs-
complete, cleaning and care.

In 2003- surf excel quick wash was launched as an eco-friendly

product as it saved two buckets of water.

In 2005- surf excel matic was introduced to satisfy the needs of fast
growing washing machines users.
Positioning of Surf Excel

Initial positioning
 COMPETITORS

HUL

P&G

HUL

P&G
Creative strategy for DAAG ACHE HAIN
HISTORY OF ADVERTISING
Market Positioning of Different
Surf Excel Products
Surf :

Emphasizes on
quality of surf in
comparison to
local and cheap
detergents.
1 kg local surf = kg
surf excel
Lalitaji (1).flv
Surf Excel Easy Wash:
Power of ten hands

It is made up with superior

technology Which makes
the powder superfine and
fluffy so that it dissolves
instantly and
Unleashes the power of ten
hands.

Previously positioned as
surf excel blue
Ad of Surf Excel Easy Wash
Surf Excel Quick Wash:
Remove multiple stains
with one product

Cleaning power of X-tra

clean particles in your
powder.
X-Tra clean particles like
blue, bleach and lemon.

Remove various stains like

curry, mud, pickle, grease
and link.
Ad of Surf Excel Quick Wash
Surf Excel Bar:

Ab char ki shakti ek bar

mein

Nimboo
+
Vinegar
+
Bleach
+
Neel
Ad of surf Excel Bar
Surf Excel Matic:

Removes stains without

soaking

It contains a unique a Low

Foam formula that
removes stains without
generating excess foam
which may cause damage
to your front load machine.
Now your machine will
remain happy and so will
you!
Safety of washing machines
Ad of Surf Excel Matic
Surf excel liquid wash:

Yaaron ka yaar

This new liquid detergent is two

times better at stain removal
than detergent powder.

Tip ,tap, drop ,aur gholo

Ad of Surf Excel Liquid Wash
Surf excel gentle wash :-

Special care for your delicate clothes.

 Media strategy(traditional)

Billboards and
posters.
Various categories of communication systems like broadcasting, print
media etc are used by surf excel.
In the print media , such as newspapers, magazines, direct mails, outdoors etc
are used.
In broadcasting media, television and radio are major tools.
The frequency of ads is higher during time slots of 1:00 pm to 3:00 pm and 9:00
pm to 11:00 pm.
Word of mouth publicity.
 Media strategy (non- traditional)
Title sponsors of TV shows (surf excel little masters).

Surf excel has its own you tube channel where children share their DIRT IS
GOOD experiences.

Surf excel tied up the movie chillar movie

Organizes various competitions , eg worlds largest hand printing
competition- lucky winner to get a washing machine.
Online promotion strategies www.surfexcel.in

surf excel and you suggesting mothers to encourage active

learning in their children.

Social media marketing

through facebook santa
Claus carnival
 SWOT Analysis
Strengths: Weakness:
Enjoying economies of Substitute goods
scale High Prices
Goodwill in the market Low prices of other
Surf has become the detergents in
generic name in market
detergents
Well known brand image
Strong distribution
channel
Brand innovation and
renovation
 Opportunities Threats

Rapid market Low profit margins

growth New competitors in
Changing market
customer needs High taxes
and wants as life
Introduction of local
style changes
products
Creating
relationship with
society by social
marketing basis
daag ache hain why?
 Project Mamma Mia

Surf Excel wanted to explore mums instinctive understanding of

values more deeply, so we spoke with 240+ mothers, 20
Grandmothers and 5 Great Grandmothers across 10 locations
around the world .Some of the findings are as follows:

-Values are integral to each and every person.

mother driven values (non negotiable)
Child & mother driven values(encouraged)
Child driven values(secondary)

- Regardless of social and cultural differences, mums

globally see the responsibility of instilling values as their
personal role
Our step towards Environment
World Environmental Day: Help your
Child Understand the Importance of Clean
Water

How to Help Tackle Indias Water

Pollution Problem at Home

World Earth Day Contest Recycle

your Surf Excel Matic Box
 OUR
PROMOTIONAL
STRATEGIES IN
USM CAMPUS
Our Promotional
Activity
SNAPSHOTS
PROMOTIONAL
ACTIVITIES
AD DESIGNED BY US
 MEDIA PLANNING AND
SCHEDULING
PRODUCT MEDIA CHANNAL cost of TOTAL
browser/co
st
Surf Excel Print(Dainik Weekly(Sun
Bhashkar) day)
Surf Excel Electronic(so Per day/one 10lack*30 3 crore
ny,@08.00 time
pm)
Surf Excel Internet Per day /one
(social time
sites.)
Thank
you..