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Surf Excel is Unilever’s largest brand of detergent in South Asia. It is available in India, where it is owned by Hindustan Unilever, and Pakistan. It was originally known as Surf, but 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 the same 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

Surf Excel introduced OMO’s ‘splat’ logo in 2005, along with the Daag achhe hain advertising campaign. In Hindi and Urdu, this means Dirt is good, which is also the name of OMO/Persil’s similar campaign.


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