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...

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