Surf Excel is a Unilever brand that is currently marketed as the counterpart brand of OMO detergent in the India, Pakistan, Bangladesh and Sri Lanka markets. The Surf brand was the first detergent powder introduced in Pakistan (1948) and India (1959). Initially, Surf was positioned on the clean proposition of “washes whitest”. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf underwent various changes in its brand communication and was replaced by Surf Excel in 1996. This is in line with the Unilever global communication platform of “Dirt Is Good” for its premium detergent brands (OMO, Persil, Skip)
