Case Study: surf excel


 Surf Excel ek prasiddh detergent brand hai jo Unilever ke malik hai. Bharat mein, is brand ka vyapak roop se jana jata hai kyunki iske advertising campaigns bade dilchasp aur samajik prasangon se judte hain. "Daag Ache Hain" (Dhul mitti acchi hai) unke sabse prasiddh campaigns mein se ek hai jisme bachon ko khelne aur gandhe hona ke liye mauka dena zaroori hai kyunki isse bachche seekhte aur badhte hain.

Is campaign ko 2006 mein shuru kiya gaya tha aur tab se yeh Surf Excel ke brand identity ka zaroori hissa ban gaya hai. Iske alawa traditional media ke saath, yeh campaign social media, experiential marketing aur on-ground activations ke through bhi promote kiya jata hai. Is brand ne kai sub-campaigns bhi launch kiye hain jaise "Nanhe Patrakar" aur "Rang Laaye Sang" jo iske consumer se judne ka jod badhate hain.

Surf Excel ne kai product innovations bhi ki hai jaise Surf Excel Quick Wash, Surf Excel Matic aur Surf Excel Bar. Ye products alag-alag consumer segments ke specific needs ko meet karne ke liye design kiye gaye hain aur inki madad se yeh brand highly competitive Indian detergent market mein apni market leadership maintain kar raha hai.

Overall, Surf Excel ki safalta unke strong brand identity, emotional appeal aur consumer needs ko product innovation ke through meet karne par nirbhar hai.

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