Tuesday, 10 April 2012


Surf excel range of detergents are one among the brands of HUL(Hindustan Unilever Limited).HUL introduced surf excel in 1954 in India. From then surf excel continues to hold 34% of the detergents market for household. Surf Excel remained to dominate the market through series of its Ad campaigns in media. Some of its advertisements to name are- 1990-“Daag doonthe rah jaoge”
1996-“Jaise bhi daag ho, Surf Excel hai na”                                                      
2003-“Ad campaign on shortage of water across India (2 bucket wash)”
2005-“Daag acche hai na”
2006-“Good news,bad news”
                        Among these “dirt is good”ad campaign was very successful in promoting the brand among all groups of people.
This figure shows the steep increase in the sales from 97 to148 after the prominent advertisement in 2005.

                 Unilever has declared the goal of decoupling its environmental impact from its growth, by:
  • halving the environmental footprint of its products
  • helping 1 billion people improve their health and well-being and
  • sourcing all of its agricultural raw materials sustainably.
                 Unilever launched Sustainable Living Plan in on November 15, 2010 at London, Rotterdam, New York and New Delhi simultaneously.The Unilever Sustainable Living Plan  has three major goals, which Unilever aims to achieve by 2020:
  • Help more than one billion people improve their health and well-being
  • Halve the environmental impact of their products
  • Source 100% of their agricultural raw materials sustainably.
           The plan also sets out over 50 social, economic and environmental targets.
    http://www.sustainable-living.unilever.com/. This link gives further details about the policy.

                 In May 2011,HUL launched the India Water Body, an initiative aimed to address the challenge of water scarcity in India. This plans in conservation of fresh water across the country.The Surf excel quick wash is been designed in such a way that uses only 2 buckets of wash clothes.this campaign was also been a  big hit.
                 http://www.hul.co.in/mediacentre/pressreleases/2011/HindustanUnileverlaunches-IndiaWaterBody.aspx. This gives details about the initiative.


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