New detergent designed for high-speed, high-performance cleaning
Hindustan Unilever (HUL) has introduced Surf Excel Matic Express, its latest innovation in the laundry care category. Developed using advanced detergent formulation, robotics, and AI, the product is tailored to meet the evolving demands of today’s fast-paced consumers. To front the launch, the brand has partnered with Indian cricketer Jasprit Bumrah- whose speed, accuracy, and consistency mirror the product’s key attributes.
The campaign, built around the message “Expert Clean, now Express,” will be rolled out across TV and digital platforms, emphasizing the detergent’s ability to deliver superior cleaning-fast. Surf Excel Matic Express is designed for short wash cycles as quick as 15 minutes, while remaining effective in longer cycles as well.
The product will be available in two variants:
- Blue: Express Clean with 2X Freshness Action
- Pink: Express Clean with 2X Care Action
In the new campaign film, Bumrah embodies the core qualities of Surf Excel Matic Express-speed, precision, and dependability. The narrative captures the pace of modern urban life and introduces the detergent as a solution built for this dynamic lifestyle.
Srinandan Sundaram, executive director, home care, HUL, said, “By tapping into the growing preference for short cycles to tackle everyday stains, we’re opening up a new category in laundry. Overcoming technical challenges, we’ve developed a product that performs exceptionally even in the most demanding short-cycle conditions. Beyond cleaning performance, this innovation supports sustainability by promoting energy-efficient washing. Surf Excel Matic Express is a major milestone for one of HUL’s Power Brands.”
Nakul Tewari, vice president – marketing, Whirlpool India, added, “This product is a game-changer for both consumers and washing machine manufacturers. Today’s lifestyles demand speed and convenience-groceries arrive in minutes, so why not laundry? Surf Excel Matic Express complements modern machines and fast-paced living.”
He further said, “At Whirlpool, our machines are engineered for top cleaning in minimal time. Our fully automatic top and front-load models feature Express Wash programs and deliver up to 100-tough-stain removal. With innovations like this in the detergent space, it’s a win-win for users and the appliance ecosystem.”
Availability
Surf Excel Matic Express will be sold across General Trade and Modern Trade outlets in South India, and is available nationwide via e-commerce and quick-commerce platforms.
