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Marketing Intelligence & Learning Ecosystem
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HUL's Surf Excel and the Cultural Lens of Kindness
Executive Summary This case study examines how Hindustan Unilever Limited transformed Surf Excel from a functional detergent brand into India's first billion-dollar home care brand through culturally resonant emotional storytelling centered on kindness. By repositioning stains as symbols of good deeds rather than problems to eliminate, Surf Excel achieved Rs 8,200 crore in annual sales in 2022, commanding a 43% market share across HUL's detergent portfolio in India's detergen
Feb 99 min read
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