The detergent brand leverages sports and its flagship slogan in a timely tie-up to drive engagement and emotion.
Surf Excel has teamed up with star cricketer Jemimah Rodrigues in a timely campaign that captures India’s cricketing success and aligns beautifully with the brand’s ethos of “Daag Achhe Hote Hain.” The partnership celebrates both Rodrigues’ breakthrough performance in the Women’s World Cup and the idea that effort, persistence and visible traces of action are something to be proud of.
Rodrigues, fresh from her historic knock in India’s semi-final victory (a match-defining 127 not out in the tournament), becomes the face of Surf Excel’s latest storytelling initiative that positions “the stain” not as a flaw, but as a badge of honour. Surf Excel’s nod to her innings subtly reinforces the brand promise: that visible results follow bold action.
Although Surf Excel’s core message has long been about welcoming mess and growth, this campaign adds a sporting lens – tying home-care to home-ground glory. The timing, coinciding with India’s major cricketing milestone, amplifies the message of triumph beyond the laundry room.
By collaborating with a female cricket champion, Surf Excel also taps into broader themes of empowerment, representation and aspiration. The campaign engages younger audiences who value authenticity, performance and narrative-driven branding.
Ultimately, Surf Excel’s tie-up with Jemimah Rodrigues is more than just a celebrity endorsement-it’s a timely, purpose-driven narrative that blends brand heritage, national pride and sport. For Surf Excel, the message is clear: mess means movement, effort means achievement, and “Daag Achhe Hote Hain” means both on and off the field.
