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SURF EXCEL , IMC
Presented By :
Firoz Anjum - 326
Dering Naben - 323
Richa Rashmi - 342

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CONTENTS
1) About HUL
2) Evolution
3) Product Range
4) A Journey
5) Media Strategy ( Traditional )
6) Media Strategy ( Non-Traditional )
7) Promotion
8) Ad Campaigns

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SURF EXCEL , IMC

4. Surf Excel: THEBRAND
Evolutionary History
1959 1990 1996 2003 2006
SURF SURF ULTRA SURF EXCEL SURF EXCEL SURF EXCEL
BLUE BAR
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SURF EXCEL , IMC
SURF EXCEL : THE BRAND
1959
SURF
1990
SURF
ULTRA
1996
SURF
EXCEL
2003
SURF EXCEL
BLUE
2006
SURF
EXCEL BAR
Surf Surf Ultra Surf Excel Surf Excel Blue Surf Excel Bar

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SURF EXCEL , IMC

6.  1959: First national detergent brand that used Television
for 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 Excel
New variant offering “Complete Cleaning and Care”
“Jaise bhi daag ho, Surf Excel hai na”
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7. 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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SURF EXCEL , IMC

8.  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 , IMC
Surf Excel : Media Strategy
( Traditional )

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10.  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 , IMC
Surf Excel: Media Strategy
(Non-Traditional)

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Thank You