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Surf Excel is Unilever’s largest brand of detergent in South Asia.in 2005 adopted the logo of OMO, one of Unilever’s international detergent brands, rather than that of Surf, another Unilever-owned detergent, despite having a similar name.

Surf

1981–2003

Surf old logo

Surf Excel

2003–2005

Surf Excel Old logo

Surf was renamed to Surf Excel in 2003.

2005–present

Surf Excel

In 2005, Surf Excel adopted OMO's splat, one of Unilever’s international detergent brands, rather than that of Surf, another Unilever-owned detergent, despite having a similar name.
This also came with a new slogan Daag achhe hain. In Hindi and Urdu, this means Dirt is good, which is also the name of OMO/Persil’s similar campaign.


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