Surf Excel: Colors of Togetherness

Sanaa Jummal, Advait Purandare, Ajay Mehta

Detergent brand Surf excel turned to online ordering to deliver engagement while putting the colour and togetherness back into an important Indian festival.

Campaign details

Brand: Surf ExcelBrand owner: UnileverEntrant company: Mindshare India - IndiaIdea creation: Mindshare MumbaiMarket: AsiaSector: Household & domesticMedia channels: Word of mouth, Influencers, KOLs, Packaging & design, Social media, Online display, Websites & micrositesBudget: Up to 500k

Executive summary

Holi, an Indian festival, is celebrated in large gatherings where friends and family douse each other with colours. But the catastrophe of the global pandemic halted traditional Holi celebrations. Surf excel, India’s most popular detergent brand, wanted to foster ‘togetherness’ between loved ones in this...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands