Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Surf excel

Surf excel, the updated version of Surf, offers several conceptually relevant perspectives. After the Lalitaji campaign (refer to the chapter on Surf), Surf came out with a new technology (enzyme technology) to launch Surf Ultra, the superior detergent brand, during the late 1980s (HUL, n.d.; Ravi, 1993). This was in tune with the changing needs of consumers, who required a better detergent. Surf Ultra, being sold at a higher price (Ravi, 1993), signalled the emergence of a renewed detergent category in India. It should also be noted that the Indian market did not adapt to the liquid variant of detergent, which is common in the Western context. Hence, Surf had the foresight to launch an updated detergent powder taking into consideration ...