Institute of Marketing Communications India®

Surf Excel brings about a sustainable change before the upcoming World Cleanup Day

Surf Excel plans to make 50% of its bottles plastic-free. These bottles will use the reprocessed existing plastic for an environmentally friendly approach. This announcement was launched by its campaign before the upcoming World Cleanup Day on September 18. The campaign has been launched by the agency Lowe Lintas for Hindustan Unilever’s Surf Excel.

The ad also says, “With 100 percent eco-friendly actives, it removes tough stains…” which is indicative of the formula of Surf Excel.

Prabha Narasimhan, executive director and vice president, home care, Hindustan Unilever (HUL) said about the campaign, “the product, pack and communication change are a small nudge from the Surf Excel team to the citizens to believe their choices make a difference in creating a world we all wish for.”

“For over a decade-and-a-half, Surf Excel has been a believer and proponent of the potential of children to do good, while getting dirty. With this piece of work, we are extending our journey to take on one of the issues - the threat to our environment,” added Kunal Joshi, president, Lowe Lintas.

The campaign showcases elders and a young girl who discuss bringing about a change, reduce the use of plastics and encourage cleanliness in the environment. This ad is a good move to enhance the eco-friendliness of products through a holistic approach.


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