Unilever is a British-Dutch multinational consumer goods company founded in 1930 through the merger of a Dutch margarine producer and British soap maker. It owns over 400 brands focusing on 13 brands that generate over 1 billion Euros in sales each, including Surf Excel. Surf Excel was first launched in India in 1959 and changed its name to Surf Excel in 1996, becoming one of India's oldest detergents. It leads the premium wash category in India with the tagline "Dirt is Good". Surf Excel offers various products like liquid detergents, bars, and variants for front and top load washing machines.

1. Presented By-
SANDIP DAS…..

2. About Unilever
•Unilever is a British Dutch multinational consumer goods
company.
•Unilever was founded in 1930 by the merger of Dutch Margarine
producer Margarine Unie and the British soap maker Lever
Brothers.
•Its products include food, beverages, cleaning agents and personal
care products
•Unilever owns over 400 brands, but focuses on thirteen brands with
sales of over one billion Euros : Axe, Dove, Omo, Flora, Heartband
ice creams, Knorr, Lipton, Lux, Magnum, Rexona, Rama, Sunsilk
and Surf excel.

3. About Surf Excel
‘Surf’ was launched in India in 1959 as a
first detergent powder.
In 1996 Surf changed into "Surf Excel”.
One of the oldest detergents in India.
Today , surf excel leads the premium wash
category in India with baseline “Dirt Is
Good”.

4. Surf Excel Matic Liquid Top Load Surf Excel Matic Liquid Front Load Surf excel Matic Front Load
Surf excel Matic Top Load Surf excel Liquid Detergent Surf excel Quickwash
Surf excel Easy Wash Surf excel Bar
Product Range

5. GlobalAdvertisements
1960’s
Surf Excel Ad 1.
Surf Excel Ad 2.
Surf Excel Ad 3.
1980’s
Surf Excel Ad 1.
Surf Excel Ad 2.
1990 to till now
Surf Excel Ad 1.
Surf Excel Ad 2.
Surf Excel Ad 3.

6. NationalAdvertisements
1960-1980
1990
2011-2017
2000 – 2010

7. Regional Advertisements

8. In the 60’s the ads of Surf were made to show the ability of Surf Detergent to
wash clothes by saying “Dirt is Good”.
In 80’s the company consolidated the image of Surf by saying “Extra strong”.
In 90’s the tagline changed to “Surf Excel hai na”.
In early 2000’s the tagline became “Daag Acche Hai”.
In 2002 they launched a new variant Surf Excel Matic.
In 2010 Surf came up with a new variant Surf Excel Bar.
 In 2012 they came up with a new edition of the detergent which is Surf
Excel Liquid.
In 2016 they came up with Surf Excel Matic Liquid.
Interpretation

9. Conclusion
Outstanding stain removal ability.
Segmented through premium detergent
Targeted every households especially Women.
Good brand visibility.
 Available in all locations.
Available at all reasonable prices.
Creating values and beliefs through children.
Aimed to enhance the importance of sharing and kindness.
Build strong relationships with faith and trust.
Rational Appeal as well as Emotional Appeal.
Main focus on Righteousness, Forgiveness, Cleanliness.

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