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Presented By :Firoz Anjum - 326Dering Naben - 323Richa Rashmi - 342

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CONTENTS1) About HUL2) Evolution3) Product Range4) A Journey 5) Media Strategy ( Traditional )6) Media Strategy ( Non-Traditional )7) Promotion8) Ad Campaigns

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Surf Excel: THEBRAND

Evolutionary History

1959 1990 1996 2003 2006SURF SURF ULTRA SURF EXCEL SURF EXCEL SURF EXCEL

BLUE BAR

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SURF EXCEL : THE BRAND

1959SURF

1990SURF ULTRA

1996SURF EXCEL

2003 SURF EXCEL BLUE

2006SURF EXCEL BAR

Surf Surf Ultra Surf Excel Surf Excel Blue Surf Excel Bar

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1959: First national detergent brand that used Televisionfor its advertisement

1970’s: Threat from “Nirma Washing Powder”“Lalitaji” campaign to communicate the price value equation

1990’s: Rise in competition in the mid price powder segment with the launch of “Ariel”“Daag Dhoondte Reh Jaaoge” campaign

1996: Launch of Surf ExcelNew variant offering “Complete Cleaning and Care”“Jaise bhi daag ho, Surf Excel hai na”

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Surf Excel: A Journey in Brand Communication

2003: Surf was re-launched as Surf Excel Blue “Jayega Nahin Jayega”

2005: “Daag Acche Hain”“Agar Daag Lagne se kuch acha hota hai, toh Daag Acche hai”

2006: Surf Excel Bar Rin Supreme Bar to Surf Excel Bar

Campaign based on “Good news Bad news platform “

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Broadcasting, Print media

Billboards and posters

Print Media, such as newspapers, magazines , direct mails Broadcasting media, television and radio (FM channels) Frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and 9.00 pm to 11.00 pm Word of mouth publicity

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Surf Excel : Media Strategy ( Traditional )

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Title sponsors of TV shows (Surf Excel Little Masters 2010)

Since last 5 year Surf Excel organizes children's festivals

Surf Excel has it's own YouTube channel wherein children share their “ Dirt is Good “ experiences

Surf Excel tied up with the movie – Chillar Party

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Surf Excel: Media Strategy (Non-Traditional)

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Thank You