Campaign details

Brand: Surf Excel
Brand owner: Unilever
Lead agency: MullenLowe Lintas Group
Country: India, Pakistan
Industries: Laundry products
Media channels: Social media, Radio, Online video
Budget: 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 communication had only resulted in alienating the Islamic community.

It entailed finding an interpretation of the brand's universal 'dirt is good' platform which would really immerse Surf Excel in the cultural fabric of the festival.