When it comes to marketing, every business has some tactics and strategies that help it to achieve the desired goals. A marketing plan describes a company’s overall effort to acquire new customers. One of the most powerful marketing strategies a brand can employ is to have an excellent marketing strategy in place.
The Indian market is full of companies with excellent and effective strategies that boost their sales and overall brand image. One of the most known brands in the Indian market and Indian households is Surf excel. Surf excel is a well-known detergent and soap brand that is connected with clothing and apparel care. Surf excel divides its service offerings into Hand wash and Machine wash subcategories as part of its marketing mix.
Hindustan Unilever Limited (HUL) and Unilever Sri Lanka own the Surf brand. Surf was launched in India in 1959. Surf suffered several changes in its brand communication as a result of the creation of numerous local detergent manufacturers and the advent of other worldwide brands and was eventually replaced by Surf excel in 1996. With 43% share of India’s detergent market share, Surf excel has become HUL’s first brand to reach $1 billion sales in 2022.
Surf excel devised the ideal product layering method. When a product is utilized, a new variant and range of the product is created. This strategy and several others has led to the success of Surf excel in the Indian market. Let’s begin by learning about the Surf excel Marketing Strategy’s price, product, advertising, and distribution strategies.
All of its items are less expensive than the P&G brand Ariel. This is owing to Indian customers’ price sensitivity across the board. Surf excel uses product line pricing to price its premium-segment products higher than its mid-range-segment commodities. To appeal to customers who wish to spend less money on a single transaction, the company distributes its products in various package sizes based on weight. For the series of items, it intends to advertise, Surf excel uses a product-bundling pricing approach. In reaction to market developments, Surf excel gives periodic price discounts and frequently revises its rates. The offers are of two types: one is a quantity discount given on bulk purchases, since it wishes to instill the culture of bulk purchasing in consumers in India in order to increase efficiency in its activities, and the other is seasonal discounts.
Surf excel divides its product range into Hand wash and Machine wash subcategories as part of its marketing mix. Hand washing is aimed at people in the middle class who cannot afford or do not want to use a washing machine. Surf excel liquid detergent, Surf excel bar, and detergent powders including Surf excel Quick Wash and Surf excel Easy Wash are among the Surf excel items in this category. Surf excel has introduced a machine wash product under the Matic sub-brand. The Matic family of products is designed specifically for front-load and top-load washing machines. Surf excel Matic Liquid front load, Surf excel Matic Liquid top load, Surf excel Matic front load detergent powder, and Surf excel Matic top load detergent powder are only a few of the company’s products.
In India, Sri Lanka, Bangladesh, and Pakistan, the Surf excel line of items is offered. India accounts up a significant amount of the brand’s sales. In all of these nations, HUL had a country-wide distribution network as part of its marketing mix. The product was largely available in India through conventional wholesalers and retailers. Surf excel has direct presence in 9 million retail outlets as of 2022-2023 data, with a network of 7000 wholesalers and over 2000 suppliers and partners. HUL sells Surf excel in rural areas through rural merchants with reduced pack sizes, although its primary focus is on promoting Surf excel in urban areas.
Surf excel Promotion & Advertising Strategy
Surf excel uses a wide-angle marketing strategy to promote its items. The company’s entire advertising is predicated on the premise that “Dirt is Good.” For the brand, HUL has used both an above-the-line (ATL) and a below-the-line (BTL) promotion approach. In ATL, the corporation places a strong emphasis on great television commercials. Surf excel has used numerous themes to highlight youngsters in its ad campaign in order to develop an emotional connection with clients. For its ad campaigns, the firm has recruited a variety of TV and movie superstars. Billboards, posters, and print media such as newspapers, magazines, and major radio stations have also been used by the corporation.
Surf Excel (HUL) Holds a 43 % market share in India’s detergent market—cementing its position as the undisputed leader.
Procter & Gamble (Ariel & Tide) Captures approximately 20 % of the market with Ariel (premium positioning) and Tide (mid-priced segment).
Nirma Commands around 12 % of the Indian detergent market, appealing strongly to price-sensitive consumers.
RSPL (Ghari Detergent) Holds an 8 % market share, with a solid presence in the value-to-mid segment.
Brand (Company)
Approx. Market Share
Surf Excel (HUL)
43 %
Ariel & Tide (P&G)
20 %
Nirma
12 %
Ghari (RSPL)
8 %
Others (including Wheel, Ujala, etc.)
~17 %
Conclusion
Surf excel is a popular and hero product of Hindustan Unilever which became first Indian home care brand to top $1 billion annual sales with a total sale of INR 8,200 crore in 2022. Surf excel is a very successful brand and has created a solid position in the detergent market of India with its effective strategies and tactics to attract the Indian customers and provide premium quality with reasonable prices. Surf excel, a market leader in India’s detergent business, has consistently developed and launched new product forms to meet the evolving needs of Indian customers. With taglines like “Daag Acche Hain” is deeply imprinted in Indians’ subconscious mind, Surf excel has been successful in capturing the place in everyone’s subconscious minds.
FAQs
Why was Surf excel boycotted?
Hindustan Unilever Ltd (HUL), the maker of Surf Excel, has been accused of being “anti-Hindu” and “anti-national” for its Colors Unite (Rang laaye sang) advertisement by critics.
Is Surf excel brand a bleach?
No, it is a laundry detergent.
What is Surf excel brand used for?
Surf excel is a detergent brand. Its products are used for handwashing or machine-washing of clothes.
Is Surf excel company an Indian brand?
No. The Surf brand is owned by Hindustan Unilever Limited (HUL) and Unilever Sri Lanka.
When was Surf excel launched in India?
The Surf excel brand was launched in Indian consumer market in year 1959.
Surf excel company is a product of which company?
Surf excel is the product of Hindustan Unilever Limited (HUL) and Unilever Sri Lanka.
What is Surf excel market share in India?
Surf Excel leads the Indian detergent segment with a substantial 43% market share, based on the most recent figures from 2023.
What is USP of Surf excel?
Surf Excel’s USP is “superior stain removal with the emotional promise of ‘Daag Achhe Hain’ (dirt is good)”, combining effective cleaning with values of learning and care.
The celebration of Holi, the festival of colors, goes beyond ordinary revelry; it reflects the spirit of unity, forgiveness, and joyful fellowship. Brands have noticed the cultural significance of this bright event and have effectively incorporated it into their advertising strategies. These commercials highlight the numerous principles linked with Holi, including advocating for ethical consumerism, promoting sustainability, and building harmony. This article will examine some of the most captivating Holi marketing campaigns from well-known corporations, exploring their messages, impact, and how they connect with viewers.
boAt and Swiggy Instamart bring fun to Holi with Veer Pahariya’s Rang hook step. The ad shows a Holi party where everyone wants Pahariya to dance.
A waiter serving thandai, an elderly couple making a reel, and many others join in. Things get funny when a friend tries to feed him gujiya while dancing but misses. Pahariya, wanting to change the vibe, orders boAt speakers through Swiggy Instamart.
Loud music, bright colours, and happy faces make the party even better. This ad captures the joy of Holi in a fun and quirky way.
Parachute Advansed Gold’s “Sirf Nariyal Kafi Hai!” campaign makes Holi hair care simple. The ad shows people using different tricks to protect their hair, while others trust coconut oil and enjoy the festival stress-free.
A lively music video featuring influencers like Iqlipse Nova and Naina adds to the fun. It playfully compares those who over-prepare for Holi with those who just use Parachute Advansed Gold. With music, colours, and a lighthearted vibe, the campaign delivers a clear message: coconut oil is all you need for Holi!
Edelweiss Mutual Fund, associated with Punctuate Productions, created a digital film to celebrate the festival of Holi and what the festival represents. The brand teamed up with Jeevan Samvardhan Foundation, the orphanage and rescue home for children, to celebrate a unique Holi. To create a core memory and carry them for a lifetime, the brand had a ‘Splashathon’. Kids with the brand team splashed the fabric paint on t-shirts. But the talented children took it even a step further and unleashed their creative work. The event was followed by a Holi celebration and mouth-watering food.
Noise
Noise – Best Holi Creative Ads
Noise launched its ‘Noise of India’ campaign by collaborating with a renowned artist, Idris Ahmed to make the festival come alive by bringing their artwork to its smartwatches with downloadable watch dials. Under the Noise banner, the campaign celebrated Holi not just by honoring the moments that make India great but also by showcasing diversity in cultures, traditions, and emotions. Idris Ahmed’s style as a photographer made him the perfect choice for Noise with his specialty in capturing the cultural vibrancy that connects with the brand’s synergy.
Pepperfry
Pepperfry – Best Holi Creative Ads
Pepperfry’s campaign ‘Let’s Play #BachpanKiHoli’ brings nostalgia, particularly to those adults who have lost their playful spirit over the years. The campaign invites people to share all the fun they had during Holi in their childhood. This interactive and engaging campaign by Pepperfry helped evoke memories and inspire adults to go back to being children, especially during the festival of Holi.
Crocs
Crocs – Best Holi Creative Ads
The Crocs Holi campaign featured its new ambassadors Vedang Raina and Rasha Thadani who celebrated Holi with the hashtag #ComeAsYouAre to celebrate individualism and self-expression. The film is a celebration of youthful joy filled with pranks, dance-offs, and merry-making.
Pepsi
Pepsi – Best Holi Creative Ads
Everything is about AI nowadays, and Pepsi has incorporated the theme into its latest digital Holi film. The 2-minute film humorously proposed the change of the name Pepsi to peps.ai, took references from the festival of colors, and used terms like thand.ai and mith.ai to make it more relatable. The film also includes the tagline ‘Yeh Dil Maange More’ which had been revived after two decades on the brand’s 125th anniversary.
Parle G
Parle G – Best Holi Creative Ads
Parle G’s new Holi ad showcases the tale of a young couple in Varanasi enjoying Holi away from home for the first time. It showcases the close-knit bond where friends and neighbors become a part of the extended family. The campaign highlights the message of ‘Parle G Genius wohi, jo auron ke khushi mein paye apni khushi.’
Fortune Foods
Fortune Foods – Best Holi Creative Ads
The latest Fortune Foods campaign created by Adani Wilmar is titled ‘Holi ke rang, Fortune ke sang’ and celebrates the connection between Hindi-speaking audiences. This 70-second ad highlights the festival of Holi, moving from the vibrant street to the kitchen, like making gujiyas.
Coke Studio Bharat
Coke Studio Bharat – Best Holi Creative Ads
Based on the bhajan, ‘Holi Re Rasiya’ Coke Studio Bharat recreated the melody with lively beats with traditional folk instruments to build the perfect festival soundtrack. With singers such as Maithili Thakur, Sonal Devraj, Saloni Gaur, and more, the track brings cheer to a whole new level and features the iconic Coca-Cola bottle.
Sony India launched their Computer-Generated Imagery (CGI) campaign for Holi that has the latest products such as the XV800, and party speaker as the mood enhancer that aligned with their brand vision.
McCain
McCain – Best Holi Creative Ads
The frozen food brand McCain showcased the importance of coming together to celebrate Holi and emphasized how getting frozen food ready in a few minutes can enhance the festivities.
Goldmedal Electricals
Goldmedal Electricals – Best Holi Campaigns by Brands
The ad by Goldmedal Electricals promotes a responsible approach to celebrating Holi. It highlights a significant issue of wasting millions of liters of water during Holi celebrations, starkly contrasting the millions of people who lack access to clean water. The ad urges people to take action by reconsidering their approach to the festival. It encourages individuals to pledge to play Holi responsibly by shifting away from traditional water-intensive activities and adopting eco-friendly alternatives. This could include using dry or organic colors or celebrating with water-efficient methods like water guns or controlled water usage.
By aligning itself with the message of responsible consumption and sustainability, Goldmedal Electricals positions itself as a socially conscious brand that cares about environmental issues and the well-being of communities. This enhances its brand image and fosters goodwill among consumers who value companies prioritizing sustainability and social responsibility.
Nest-In
Nest-In – Best Holi Campaigns by Brands
The Tata Steel Construction Solution’s Nest-In advertisement captures the essence of resilience and togetherness during the COVID-19 pandemic. The ad acknowledges how the pandemic has impacted our lives over the past year, recognizing the challenges and changes it has brought about. By tying the message to the festival of Holi, a celebration of colors and life, the ad encourages viewers to reflect on the importance of cherishing loved ones and embracing the vibrant essence of existence. It calls for celebrating the indomitable human spirit, which persists despite adversity and continues to move forward. By associating itself with messages of resilience, hope, and community, Nest-In positions itself as a brand that empathizes with the challenges individuals and society face.
Medimix Ayurveda
Medimix – Best Holi Campaigns by Brands
This Holi, give your skin a break from the harsh chemicals found in traditional synthetic products. That’s the primary goal of Medimix’s Holi advertisement. The #SkinFitHoli Campaign by Medimix offers a range of natural and affordable products that can be used as Holi colors. These natural products will help you stay colorful during the festivities without harming your skin or causing harm to your body in any other way.
One product worth mentioning is a do-it-yourself (DIY) product that allows you to enjoy the color festival virtually without causing any harm to your skin. Medimix’s #SkinFitHoli Campaign promotes a safe and enjoyable Holi experience for everyone. So, enjoy the festival of colors without any regrets or worries.
Surf Excel
Surf Excel – Best Holi Campaigns by Brands
This beautiful ad is all about contentment as both religions walk together with tenderness, and it is one of the most stirring 2019 ads from Surf Excel, which is continuing to date. This is why it says #RangAccheHain, so in this Festival of Colours, let’s paint lives with the goodness of love and acceptance.
The #RangAchheHain campaign saw a comeback again in Holi 2022. Conceptualized by Carlos Creatives, this year’s Surf Excel advertisement speaks of “Jo range bachpan lautaye” and features veteran Sheeba Chaddha and a little girl who requests her aunt (Sheeba Chaddha) to play Holi and ultimately succeeds in doing so.
Parachute Advansed – Best Holi Campaigns by Brands
The Parachute Advansed ad with the hashtag #KhulkeKheloHoli celebrates the vibrant festival of Holi by highlighting the significance of relationships and connections. The ad emphasizes the importance of the colors of Holi, not only as pigments but as symbols of the deep bonds between people.
The message “Ye Rang Hai Gaadhe Rishton Ke, Inhe Pheeka mat padne do” encapsulates the idea that the colors of Holi represent the depth and richness of our relationships. We should not let these connections fade away. This message aligns with the spirit of Holi, which is all about letting go of inhibitions, breaking barriers, and fostering camaraderie. By aligning itself with the celebration of Holi and the importance of preserving and nurturing relationships, Parachute Advansed positions its brand as more than just a product; it becomes a symbol of care, connection, and celebration.
Ghadi Detergent
Ghadi Detergent – Best Holi Campaigns by Brands
Ghadi Detergent is another detergent company that took Holi 2022 as an occasion to create an advertisement that appeals to Indian society. Through its #SaareMaelDhoDaalo campaign, Ghadi Detergent targets all the men who jump at once, seeing beautiful ladies to smear them with colors, and that too with a sinister intention underneath. In this Happy Holi creative advertisement, one such person targets another lady and smears her face with colors; in response, the lady, too, colors the person’s face, saying that the colors can be removed. Still, the souls’ dirt or stains cannot be wiped off.
Livpure
Livpure – Best Holi Campaigns by Brands
The Livpure ad, which uses the hashtag #BinaPaaniHoliManaani, raises awareness about water wastage during Holi celebrations and calls for a more sustainable approach to the festival. The ad acknowledges that playing Holi with water can be fun, but it also leads to significant water loss. By highlighting the contradiction between the enjoyment of the festival and the environmental impact of water wastage, the ad urges people to change their traditional practices—the message of water conservation and sustainability positions Livpure as an environmentally conscious and socially responsible brand. The ad promotes Livpure’s products and encourages viewers to take action toward more accountable and eco-friendly celebrations. It is essential during festivals like Holi when water usage spikes.
Haldiram’s
Haldiram – Best Holi Campaigns by Brands
Haldiram’s Holi film beautifully captures the essence of the festival and its spirit of togetherness. The storyline revolves around two estranged families and resonates with the theme of reconciliation and unity, which is often associated with festivals like Holi. The ad portrays how Holi transcends differences and brings people closer, emphasizing the importance of forgiveness and letting go of past grievances.
By choosing Holi as the backdrop for the narrative, Haldiram’s taps into the festival’s cultural significance, making the message even more impactful. The families sharing a box of Gujia from Haldiram further reinforces the idea of coming together and celebrating with love and sweetness. Overall, Haldiram’s Holi film effectively conveys its message of unity, forgiveness, and the sweetness of shared traditions while subtly promoting its brand and products.
Goldiee Masale
Goldiee Masale – Best Holi Campaigns by Brands
The Holi ad of Goldiee Masale is a beautiful tribute to all the unsung heroes who work behind the scenes on every joyous occasion, such as chefs, caterers, and local sweet confectioners. The ad extends warm wishes to these culinary artisans, recognizing their crucial role in spreading happiness through taste. These individuals craft delicious dishes and infuse them with love and care, making every occasion memorable for millions.
Goldiee Masale is positioning itself as a brand that understands the importance of taste and happiness in building solid relationships. With its presence in kitchens across the country, the brand adds a dash of flavor and enhances the joy of every celebration. The ad emphasizes how Goldiee Masala has become the preferred choice of caterers and chefs, indicating the trust and reliability associated with the brand. It serves as a reminder to acknowledge and celebrate the hard work and skill of those who bring flavors to life and make every celebration memorable.
The Holi advertising campaigns by various companies have highlighted several factors associated with this cherished holiday, ranging from its social influence to its cultural value. These companies have used imaginative storytelling to promote their products and express powerful themes of unity, sustainability, and compassion. As Holi continues to unite people in celebration, these advertisements serve as reminders of the festival’s eternal values and the advertising’s ability to effect positive change. Each commercial adds its color to the brilliant and meaningful celebration of life.
Seasonal advertising is advertising products or services at certain seasons of the year, mostly keeping in mind the seasonal flavors and its festivals.
Why are Holi wishes by brands essential during the festival?
The companies/brands should also wish their customers and potential customers a Happy Holi. These Holi wishes by brands can easily be in the form of interactive advertisements to attract the masses, where the brands can target a palpable societal issue or encourage people to do something good through their ad campaigns along with promoting their brands.
Why is a YouTube media campaign useful for brands in Holi?
Along with the Holi advertisements on television and YouTube, the social media campaigns in Holi are something that people simply cannot miss. Unique social media campaigns with Happy Holi creatives by brands can certainly help a brand get the best out of its initiatives.
Archana Karthikeyan
