SURF EXCEL MATIC

Surf Excel Matic, a premium liquid laundry detergent, aimed to establish a strong presence in the highly competitive detergent market. In 2016, One Solution Advertisers partnered with the brand to launch a dynamic door-to-door campaign combined with social activations. This strategic initiative helped transform Surf Excel Matic into a widely recognized brand, driving significant sales growth. This case study highlights how targeted promotions and live product demonstrations contributed to its market success.

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CHALLENGE

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In 2016, Surf Excel Matic faced the challenge of low market penetration and limited consumer awareness in a crowded laundry detergent segment. Priced at ₹90, it competed against well-established brands with strong customer loyalty. The core challenge was to demonstrate its superior cleaning power, encourage trial purchases, and build a loyal customer base – while addressing price sensitivity among target consumers.

SOLUTION

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In 2016, One Solution Advertisers launched a door-to-door campaign alongside society activations to bring Surf Excel Matic directly to consumers. The campaign offered the product at a promotional price of ₹60 (down from ₹90), with an additional bulk discount of ₹30 to encourage larger purchases. Door-to-door demonstrations showcased the product’s superior cleaning performance compared to alternatives, building trust and consumer engagement. Recently, a smaller ₹10 pack was introduced—bundled in sets of three for ₹25 – to appeal to price-sensitive consumers. The campaign is still ongoing, maintaining momentum and expanding reach.

RESULTS: The Home-to-Home campaign and society activations delivered impressive outcomes for Surf Excel Matic

Sales grew steadily from 2016, with significant increases driven by ongoing promotional activities.
Promotional pricing (₹60 with a ₹30 discount) and product demonstrations encouraged initial trials, which led to repeat purchases and long-term brand loyalty.
The introduction of the ₹10 pack, bundled in sets of three for ₹25, further boosted accessibility and expanded the consumer base across diverse segments.
Today, Surf Excel Matic is a well-known brand, enjoying strong market recognition and a loyal customer base built through consistent consumer engagement.

Our Creative Process

The success of Surf Excel Matic demonstrates the power of combining direct consumer outreach with compelling product demonstrations. One Solution Advertisers’ Home-to-Home campaign and society activations, sustained since 2016, have helped transform Surf Excel Matic from a lesser-known product into a trusted household name.