As a pioneer in the Indian detergent market, Surf excel has revolutionised laundry by pairing groundbreaking innovation with a fresh perspective on dirt. This dual approach drives Top Performance for the brand and redefines how people experience laundry.
Moving from the race for the whitest whites, redefining dirt as good
Surf excel was the first brand to humanise a category traditionally viewed as purely functional. By shifting the perception of dirt from enemy to ally, Surf excel introduced the revolutionary idea that dirt, when acquired in the pursuit of doing something good, is actually good. The brand positioned dirt as a playground for raising 'kind' and 'caring' kids.
Building on the success of its past campaigns, Surf excel has evolved this message to resonate with today's generation. The brand now positions dirt as a playground for raising 'life-ready' kids who are resilient, independent, and confident. This fresh perspective continues to inspire, encouraging people to see dirt not as a problem but as a stepping stone to instill valuable life skills.
Pioneering top performance in laundry with continuous innovation
Surf excel has enhanced its portfolio with breakthrough technology in response to the evolving demands of consumer lifestyles. The brand's hallmark is its ability to provide Top Performance in tough stain removal through an extensive range of solutions, including powders optimised for bucket washing and liquids and capsules engineered for machine washing.
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