Strategy/ Surf excel
Surf Excel's Future
Strategy/ Brand Extension
Problem today
Surf excel still a leader in detergent has faced significant market share capture by competitors. We all know the Surf excel’s first ever ad aired around 13 years ago in India. Well a lot has changed since then, kids who watched it have grown up. Still a large portion of don't do their laundry themselves. How do we target a emerging market right now and come off as a solution for all kind of stains.
Idea
Brand extension-
We all know the surf excel’s first ever ad aired around 13 years ago. Well a lot has changed since then, kids who watched it have grown up. They might not do the laundry but they absolutely love their sneakers. So much so they can rock an OOTD with just sneakers alone.
Footwear has seen a huge rise in popularity as an Identity, Statement or Collectable. By the year 2025 the average Indian will own 3-4x Times (Source) more pairs of shoes per capita.
Scope
Who will we speak to?
We speak to youth by age or heart, who love their sneakers the utmost and cannot compromise on their outfit.
How will surf excel benefit from it?
Every grown up today is aware about the Surf’s Iconic ‘Daag Acche hai’. Even if they might not do their laundry they have seen their parents trust in surf excel to clean every last stain. Leveraging this unique positioning to help them go do their routines with worrying about their precious pair of sneakers.
Yash Jadhav
Portfolio 2025-26