Surf Excel: When embracing dirt became an act of faith

Surf Excel, a premium laundry detergent, increased brand equity among Muslim consumers in India and Pakistan.

Campaign details

Brand: Surf ExcelBrand owner: UnileverLead agency: MullenLowe Lintas GroupCountry: India, PakistanIndustries: Laundry productsMedia channels: Social media, Radio, Online videoBudget: 500k - 1 million

Executive summary

'Those who produce a good action, will receive ten like it' – From the Holy Qur'an

It began as an endeavour by Surf Excel to build bonds with the Islamic community across Pakistan and India in the holy month of Ramadan.

This was something which, rather surprisingly, very few global brands had succeeded at. If anything, much of their...

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