Introduced by Unilever Pakistan in 1948 under the brand name ‘Surf’, its deep rooted heritage has made it a national icon.
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.
Surf is known as DERO in Romania and has been a leading brand in the market for 50 years. DERO created a campaign to help Romanian women to fulfil their dreams so they can have a brighter life. To make this possible, 1% of DERO’s sales go to charities and organisations that support projects which create opportunities for women.
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