{"id":13270,"date":"2023-03-03T14:46:23","date_gmt":"2023-03-03T09:16:23","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=13270"},"modified":"2023-03-03T14:46:23","modified_gmt":"2023-03-03T09:16:23","slug":"how-surf-became-a-billion-dollar-brand","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/how-surf-became-a-billion-dollar-brand\/","title":{"rendered":"Daag Acche Hain- A Case Study On Surf Excel"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13270\" class=\"elementor elementor-13270\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f35cb0 elementor-widget elementor-widget-text-editor\" data-id=\"9f35cb0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>One of the biggest fears of brand managers handling CPG brands is the threat of commoditization. Once a category becomes commoditized, the brands in it quickly start a price spiral to the bottom, and soon nobody makes any real money.<br \/><br \/>This threat almost became a reality for Surf, a detergent powder brand sold by Hindustan Unilever. Since its launch Surf had been enjoying a peaceful monopoly in the detergent market in India. But in 1969, a quiet price revolution started in the state of Gujarat, with a small brand that was manufactured from a 10 x 10 ft room in the house of a government employee named Dr. Karsanbhai Patel.\u00b9<br \/><br \/>That brand was Nirma. Its launch and exponential rise prompted a major rethink for Surf. Surf\u2019s response to this first real challenge to its market position laid the foundation for a new marketing strategy that allowed it to avoid getting into a price war, and to become the first billion $ brand in India\u2019s home and personal care category in 2023.\u00b2<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-07a0887 elementor-widget elementor-widget-heading\" data-id=\"07a0887\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Origins \u2013 Building Trust and Credibility\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1980748 elementor-widget elementor-widget-text-editor\" data-id=\"1980748\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Originally launched in Pakistan in 1948, Surf was introduced in the bigger Indian market in 1959. A non-soapy detergent made from petrochemicals, it was targeted towards middle-income households and was meant to replace the habit of washing clothes with bar soap.<br \/><br \/>This also meant introducing the habit of soaking clothes in a bucket of water with the detergent powder lather before washing \u2013 a relatively new behaviour. Surf engaged in door-to-door demo activations to get consumers to adopt this new habit, letting them see for themselves how the detergent powder could simplify washing, especially using hard water- which required considerable scrubbing with soapy detergents. Category building with habit change requires a brand to go out to the consumers and use face-to-face demos to build trust and credibility, and this is exactly what Surf did.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-953c892 elementor-widget elementor-widget-heading\" data-id=\"953c892\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Long Road To Success \u2013 Building A Winning Strategy\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e6a22a elementor-widget elementor-widget-text-editor\" data-id=\"4e6a22a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Like all great and long-lasting brands, Surf did not formulate its winning strategy overnight. It took decades of response to changing market conditions and competitor activity- including a rebranding exercise- to reach the coveted status of a Billion Dollar Brand.<br \/><br \/>In hindsight though, the path is clear. Surf relied on premiumization led by Positioning and Product Innovation.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bcfbe99 elementor-widget elementor-widget-heading\" data-id=\"bcfbe99\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Positioning \u2013 Superiority via Value Perception and Emotional Engagement\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-593e47f elementor-widget elementor-widget-text-editor\" data-id=\"593e47f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Nirma was a price-led threat to Surf, priced as it was at a significant discount to Surf.\u00b3<br \/><br \/>Surf countered by positioning itself as a product that offered a better overall \u2018value\u2019- taking the challenge of a lower-priced competitor, without getting into a self-obliterating price war. The result was the iconic campaign of \u2018Lalita ji\u2019- the quintessential value-conscious but smart, savvy homemaker- who has the knack of identifying and picking up products that offer her the best value, not necessarily the lowest cost.<br \/><br \/>The positioning and the concept of value were well summarized by Lalita ji as she patiently explained to her audience: \u201c<em>Sasti cheez khareedne mein aur acchi cheez khareedne main fark hota hai.<\/em>\u201d<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0bae52d elementor-widget elementor-widget-video\" data-id=\"0bae52d\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=ALxiXkHxqCc&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-video .elementor-widget-container{overflow:hidden;transform:translateZ(0)}.elementor-widget-video .elementor-wrapper{aspect-ratio:var(--video-aspect-ratio)}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{height:100%;width:100%;display:flex;border:none;background-color:#000}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-wrapper{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .elementor-open-inline .elementor-custom-embed-image-overlay{position:absolute;top:0;right:0;bottom:0;left:0;background-size:cover;background-position:50%}.elementor-widget-video .elementor-custom-embed-image-overlay{cursor:pointer;text-align:center}.elementor-widget-video .elementor-custom-embed-image-overlay:hover .elementor-custom-embed-play i{opacity:1}.elementor-widget-video .elementor-custom-embed-image-overlay img{display:block;width:100%;aspect-ratio:var(--video-aspect-ratio);-o-object-fit:cover;object-fit:cover;-o-object-position:center center;object-position:center center}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-custom-embed-image-overlay{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-custom-embed-image-overlay img{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .e-hosted-video .elementor-video{-o-object-fit:cover;object-fit:cover}.e-con-inner>.elementor-widget-video,.e-con>.elementor-widget-video{width:var(--container-widget-width);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-448094e elementor-widget elementor-widget-text-editor\" data-id=\"448094e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>This helped Surf to cleverly segregate the market, with Nirma now playing in the lower-priced but higher volume mass market and Surf dominating the premium segment. Meanwhile, HUL introduced the mass-market detergent brand Wheel to take on Nirma head-to-head.<br \/><br \/>This continued until the early 90s when P&amp;G launched its premium detergent brand, Ariel. Targeted at the same target group as Surf, Ariel posed an immediate threat. In addition to product play Surf tweaked its positioning as well. Surf now turned to talk about product superiority via ingredient story- Surf Ultra with Stain Digestor enzymes.<br \/><br \/>The \u201cDhoondte Reh Jaoge\u201d series was a classic case of communicating functional benefits through slice-of-life ads, showcasing an upper middle-income household, the core TG of the brand.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ec5938 elementor-widget elementor-widget-video\" data-id=\"2ec5938\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=sbxP8IGj_x4&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8885fa8 elementor-widget elementor-widget-text-editor\" data-id=\"8885fa8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In fact, in 2004, Surf even underwent a rebranding exercise, phasing away the name \u2018Surf\u2019 and rebranding itself as \u2018Surf Excel\u2019. The rationale as explained by an HUL spokesperson was: \u201cw<em>hile Surf over the last few years has continued to retain its loyal customer base, many competitors it has spawned in the detergents industry has made it somewhat generic, not sufficiently differentiated against its competitors and therefore, not attracting new customers.<\/em>\u201d \u2074<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bb42dbd elementor-widget elementor-widget-heading\" data-id=\"bb42dbd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u2018Daag Acche Hain\u2019- the orbital shift to a purposeful brand\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e21a62b elementor-widget elementor-widget-text-editor\" data-id=\"e21a62b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In 2003, well aware of the similar challenges being faced by its laundry brands globally, Unilever launched a global campaign to present a consistent image of its different laundry brands across the world. The strategic intent behind the campaign was to elevate the brand proposition to an emotional level and gradually move away from product-based communication that was increasingly getting dry, monotonous and undifferentiated.<br \/><br \/>Created by Lowe &amp; Partners Worldwide, the campaign used the tagline \u2018Dirt is good\u2019, highlighting children\u2019s enjoyment of activities that get their clothes dirty. Budgeted at $88 million, the campaign first kicked off in Europe and arrived in India in 2005.\u2075<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6aaf580 elementor-widget elementor-widget-image\" data-id=\"6aaf580\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1065\" height=\"469\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/03\/surf-excel-2.png\" class=\"attachment-full size-full wp-image-13273\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/03\/surf-excel-2.png 1065w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/03\/surf-excel-2-300x132.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/03\/surf-excel-2-768x338.png 768w\" sizes=\"(max-width: 1065px) 100vw, 1065px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a81c39 elementor-widget elementor-widget-text-editor\" data-id=\"7a81c39\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>However, the Indian market had its own nuances.<br \/><br \/>First off, the category communication here played on the deep-rooted cultural abhorrence against \u201cDaag\u201d showcasing it as a villain- as depicted in the oft-repeated phrase in popular communication of the times- \u201cZiddi Daag\u201d (\u2018the stubborn stain\u2019). Second, the \u2018comparative whiteness\u2019 was a big pull- with all products competing with one another to deliver \u2018white, whiter and whitest\u2019. In addition, as in global markets, the solution was offered through technical features like \u2018active ingredients\u2019 and \u2018stain magnets\u2019 that was new to the Indian audience.<br \/><br \/>Hence, while the intent behind \u2018Dirt is good\u2019 was clutter-breaking, it would find it tough to occupy the mind-space of Indian consumers where dirt is traditionally associated with poverty, lack of care and bad hygiene. Clearly, the global communication needed an Indian twist.<br \/><br \/>That\u2019s when Lowe Lintas India came up with an idea that would change the brand&#8217;s fortunes as well as the category communication landscape.<br \/><br \/>The brand tapped into an inherent parenting truth. A key part of a good upbringing was to allow the kid to have experiences that would build his or her values and character. And herein lay an inherent tension in the 21st-century moms\u2019 quest for \u2018whiteness\u2019- while mothers wanted their kids\u2019 clothes to be stain-free, they also felt that in the process, their kids might miss out on beautiful experiences that would potentially mould their character.<br \/><br \/>Thus, was borne the quintessential Indian version of \u2018Dirt is Good\u2019 called \u2018Daag Acche Hain\u2019- over the years, the brand released a series of ads, all reflecting instances of children choosing to do the right thing at the expense of getting their clothes dirty. The emotional payoff was succinctly summarized in a line that appealed to both heart and mind: \u201cDaag lagne se agar kucch accha hota hai, toh Daag acche hain na?\u201d \u2076<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3c50b32 elementor-widget elementor-widget-video\" data-id=\"3c50b32\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=6o6JJIkamVY&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f423dd2 elementor-widget elementor-widget-text-editor\" data-id=\"f423dd2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The campaign \u201cDaag Acche hain\u201d was a tremendous success.<br \/><br \/>\u201c<em>We noticed that two weeks after we aired the ad, our proven ad recall had shot up and six weeks later our sales shot up<\/em>\u201d &#8211; HUL Executive Director Sudhir Sitapati remarked at the e4m Conclave in 2019. <br \/><br \/>Over time, this Purpose evolved and guided the brand into a higher level vision, encouraging positive socio-political changes \u2013 like encouraging kids to try harder until they succeed (#haarkoharao campaign)<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ed409a5 elementor-widget elementor-widget-video\" data-id=\"ed409a5\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=YicuKTFPxX0&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d0b90d3 elementor-widget elementor-widget-text-editor\" data-id=\"d0b90d3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>It\u2019s interesting to see how Surf evolved its positioning over the years to respond to market realities. While the functional brand benefit of stain removal did not change, the way the brand chose to occupy consumer mind space showed a close understanding of the evolving needs of the consumer, and that\u2019s how Surf managed to keep its communication fresh and relevant over the years.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0125027 elementor-widget elementor-widget-heading\" data-id=\"0125027\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Product \u2013 Continuous and On-Trend Innovation That Delivers<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-58fbb83 elementor-widget elementor-widget-text-editor\" data-id=\"58fbb83\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Surf has also taken care to support its positioning with constant product innovation over the years.<br \/><br \/>\u201c<em>Surf excel has not just addressed societal and parenting tensions through its communication, but also led the innovation agenda in the category by being obsessed with emerging trends and consumer pain points. Surf excel has played a pioneering role by being the first to launch and scale up superior bars through proprietary technology, washing machine specialist products, detergent liquids, liquid capsules and stain-removing sprays, thereby reshaping the market through premiumisation<\/em>,\u201d &#8211; Deepak Subramanian, Executive Director, Home Care, Hindustan Unilever Limited.<br \/><br \/>Surf\u2019s first major innovation to its base product was the launch of Surf Ultra in 1990. It followed it up with the base formulation upgrade to Surf Excel in 1996. In a nod to the rising use of washing machines amongst its TG, Surf launched its line-up of washing machine-specific detergents. It even launched a detergent bar soap post-2005, which was admittedly an odd man out amongst its portfolio. In 2013, they launched India\u2019s first liquid laundry detergent.\u2077<br \/><br \/>Surf\u2019s innovations have always aimed at being on top of trends, responding to consumer needs, and helping it maintain its premium pricing status in the market. Instead of cutting prices, Surf focused on adding more value to its consumers, thereby holding on to its mind-share among its target segment.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-308bdc5 elementor-widget elementor-widget-image\" data-id=\"308bdc5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"483\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/03\/surf-excel-1.png\" class=\"attachment-full size-full wp-image-13272\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/03\/surf-excel-1.png 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/03\/surf-excel-1-300x121.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/03\/surf-excel-1-1080x435.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/03\/surf-excel-1-768x309.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd36ce4 elementor-widget elementor-widget-heading\" data-id=\"cd36ce4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Summary<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-270c519 elementor-widget elementor-widget-text-editor\" data-id=\"270c519\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Surf\u2019s premiumization strategy has stood it in good stead over decades of ups and downs in the market. However, its positioning manifestation has led to the occasional controversy due to possible overreach, as shown by the backlash to its 2019 Holi ad. This even had the rather unfortunate yet hilarious effect of a section of people mistakenly calling for boycotting Microsoft Excel instead of Surf Excel.<br \/><br \/>At the end of the day though, Surf Excel\u2019s marketing strategy of deliberate premiumization through positioning and product innovation has paid rich dividends, as evidenced by its billion $ status and undisputed market leadership in its segment.<br \/><br \/>Surf Excel\u2019s growth is also a testament to the power of patient brand-building that focuses on getting the fundamentals right through constant innovation and evolution.<br \/><br \/>A lot of startup brands can learn from Surf Excel\u2019s playbook on how to grow brands cleanly!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbf746a elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fbf746a\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bfade75 elementor-widget elementor-widget-heading\" data-id=\"bfade75\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Sources:<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71d0e33 elementor-widget elementor-widget-text-editor\" data-id=\"71d0e33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ol><li><a href=\"https:\/\/en.wikipedia.org\/wiki\/Nirma\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">https:\/\/en.wikipedia.org\/wiki\/Nirma<\/span><\/a><\/li><li><a href=\"https:\/\/brandequity.economictimes.indiatimes.com\/news\/business-of-brands\/surf-excel-is-now-a-1-billion-brand\/97970778\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">https:\/\/brandequity.economictimes.indiatimes.com\/news\/business-of-brands\/surf-excel-is-now-a-1-billion-brand\/97970778<\/span><\/a><\/li><li><a href=\"https:\/\/en.wikipedia.org\/wiki\/Nirma\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">https:\/\/en.wikipedia.org\/wiki\/Nirma<\/span><\/a><\/li><li><a href=\"https:\/\/timesofindia.indiatimes.com\/business\/india-business\/hll-washes-hands-of-surf\/articleshow\/491560.cms\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">https:\/\/timesofindia.indiatimes.com\/business\/india-business\/hll-washes-hands-of-surf\/articleshow\/491560.cms<\/span><\/a><\/li><li><a href=\"https:\/\/www.warc.com\/newsandopinion\/news\/unilever-rolls-out-75m-global-dirt-is-good-campaign\/en-gb\/13796\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">https:\/\/www.warc.com\/newsandopinion\/news\/unilever-rolls-out-75m-global-dirt-is-good-campaign\/en-gb\/13796 <\/span><\/a><\/li><li><a href=\"https:\/\/mad-over-marketing.com\/how-lowe-lintas-brought-surf-excels-iconic-daag-ache-hai-to-life\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">https:\/\/mad-over-marketing.com\/how-lowe-lintas-brought-surf-excels-iconic-daag-ache-hai-to-life\/<\/span><\/a><\/li><li><a href=\"https:\/\/brandyuva.in\/2019\/08\/marketing-strategies-of-surf-excel.html\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">https:\/\/brandyuva.in\/2019\/08\/marketing-strategies-of-surf-excel.html<\/span><\/a><\/li><\/ol>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>One of the biggest fears of brand managers handling CPG brands is the threat of commoditization. Once a category becomes commoditized, the brands in it quickly start a price spiral to the bottom, and soon nobody makes any real money. This threat almost became a reality for Surf, a detergent powder brand sold by Hindustan [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":13272,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Daag Acche Hain- A Case Study On Surf Excel - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"Read this FreeFlowing article to find out how HUL\u2019s Surf Excel became a billion dollar brand through premiumization led by brand positioning and product innovation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/how-surf-became-a-billion-dollar-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Daag Acche Hain- A Case Study On Surf Excel - WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"og:description\" content=\"Read this FreeFlowing article to find out how HUL\u2019s Surf Excel became a billion dollar brand through premiumization led by brand positioning and product innovation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/how-surf-became-a-billion-dollar-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/winnerbrands\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-03T09:16:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/03\/surf-excel-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"483\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"akhil_academy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:site\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"akhil_academy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/how-surf-became-a-billion-dollar-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/how-surf-became-a-billion-dollar-brand\/\"},\"author\":{\"name\":\"akhil_academy\",\"@id\":\"https:\/\/winnerbrands.in\/#\/schema\/person\/5bf462ddb58d703c4e88c4a12d8f3be3\"},\"headline\":\"Daag Acche Hain- A Case Study On Surf Excel\",\"datePublished\":\"2023-03-03T09:16:23+00:00\",\"dateModified\":\"2023-03-03T09:16:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/how-surf-became-a-billion-dollar-brand\/\"},\"wordCount\":1717,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/winnerbrands.in\/#organization\"},\"articleSection\":[\"Brand Spotlight (Case Studies)\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/how-surf-became-a-billion-dollar-brand\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/how-surf-became-a-billion-dollar-brand\/\",\"url\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/how-surf-became-a-billion-dollar-brand\/\",\"name\":\"Daag Acche Hain- A Case Study On Surf Excel - 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