Skip to content

Unilever Pakistan Change location


Surf excel

Surf Excel logo

Surf Excel is a 110+ year-old global Unilever brand which exists in various countries under the brand names of Omo, Rinso, Skip & Surf Excel. In Pakistan, the brand was launched as Surf in 1948, and has a deep-rooted heritage which has made it a national icon.

Surf Excel (also known as Surf in many parts of the world) is a brand of laundry detergent with an accompanying range of laundry products. It launched in 1959 and is now available in Europe, Latin America, Asia and Africa, with a comprehensive range of offerings including bars, powders, liquids, tablets and capsules.

Surf Excel is known for its famous tagline ‘Daag tou achay hotay hain/Dirt is good’. But this is much more than just a tagline. It is a central philosophy that the brand lives by, with an intrinsic passion to ensure child development through tactile learning. Over the years, the brand has worked hard to build awareness on the importance of child learning through experience.

Dirt is a natural part of the process of children experiencing life and developing. There are small rights that allow children to live fully, such as playing in a park without the fear of getting dirty or painting a flower pot without a care about paint stains. All these little but crucial experiences help nurture creativity, and build confidence in a child.

Although child development is at the very heart of Surf Excel's message, this would not be possible without the superior stain removal properties that come with every bag of Surf Excel. Its ability to remove a wide variety of stains effectively is what gives Surf Excel users the ability to break free from the mundane and become liberated.

Because Surf Excel is so good at cleaning, you don’t have to worry about getting dirty, therefore you can give your kids the freedom to experience and truly engage with life and grow and develop at the same time.

Contact Unilever about Surf excel

If you have any questions or comments about Surf excel, please visit our contact page.