Surf Excel

Surf Excel is a Unilever brand that is currently marketed as the counterpart brand of OMO detergent in the India, Pakistan, Bangladesh and Sri Lanka markets.

Surf Excel
Product typeLaundry detergent
OwnerUnilever
Introduced1996
Related brandsOMO, Breeze, Skip
MarketsIndia, Pakistan, Bangladesh, Sri Lanka,

History

The Surf brand was the first detergent powder introduced in Pakistan (1948) and India (1959). Initially, Surf was positioned on the clean proposition of “washes whitest”. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf underwent various changes in its brand communication and was replaced by Surf Excel in 1996.

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