arrying the brand thought of ‘stains are good if they’re for a worthwhile cause’ to the product proposition of Surf Excel Matic, the brand’s new TVC aims to establish it as a machine specialist detergent, which will remove tough stains in the washing machine itself.

The TVC shows a boy engrossed in creating hands out of sponge for the washing machine at home. He is trying to help his mother, whom he has seen struggling to remove tough stains manually. In the process of creating the hands, the boy stains his clothes and gets very messy. The kid’s effort brings a smile on his mother’s face, who, however, explains that the machine wouldn’t need hands anymore, as she would switch to using Surf Excel Matic. The commercial ends with the tagline - Surf Excel, daag achchhe hain - and the logo. ... more