Hindustan Unilever launches detergent powder that cleans whiter than WHITE

Wednesday, 21 May 2008 13:56

Written by essbee, onion uttapam news

With considerable fanfare, Hindustan Unilever Ltd has unveiled its new brand of Surf Excel detergent powders called Surf Excel Superwhite Extra which it claims will clean clothes 33 percent whiter than the purest white color.

The new Surf Excel Superwhite Extra brand, which makes its debut on 15th of June in stores all over the country, apart from cleaning clothes 33 percent more white will also remove dirty stains 10 times faster than normal detergents due to its super-quick penetrating agent which penetrates faster than penetrating agents used by ordinary detergents manufactured by competitors.

"With our last launched detergent - Surf Excel Superwhite, which cleans clothes 100 percent white, we had hit a wall in our efforts to provide our customers whitest possible cleaning. Where do we go now, I asked my team of scientists. 'We create a brand new shade of white' was the response of our scientific team which worked hard for six months to create a new brand of white color which is 33 percent more white the purest and whitest shade of white." said Pratap Mishra, Vice-President of Hindustan Unilever Ltd.

"Our next task was to now create a detergent that would be able to clean clothes as close as possible to the new 33 percent white shade our lab scientists had created. Fortunately for us, our brilliant team of chemical engineers responded positively to the challenge. They achieved a technological breakthrough by increasing the percentage of surface-active and bleaching agents. By adding an additional compound of organic sequestering agent and mixing it with a new form of optical fibre brightener, we were able to create newer type of fighting granules which have the ability to squeeze dust, dirt and every form of blackness from a fabric and render it ultra-white." said Mr Mishra triumphantly.

"Our company has a reputation of being the quickest in the market to respond to changing consumer needs and demands. With our new brand of surf excel detergent powder, we have once again fulfilled the needs of millions of our customers who needed a detergent powder that cleaned clothes whiter than the color white." added Ramakant Dasgupta, Vice President of Product Development.

Dasgupta admitted that the 33 percent extra whiteness provided by the new brand wouldn't be easily visible on colored fabrics, especially on black-colored clothes. "But people cleaning their clothes with our new brand will be able to feel the extra-lightening super-whitening feeling that this detergent powder provides to fabrics. They will feel extra-white and ultra-fresh while wearing clothes cleaned with Surf Excel Superwhite Extra"

Rajneesh Pande, head of marketing said the company will launch a new marketing strategy for the new brand on the lines of the successful "Daag acche hai' (Dirt is good) campaign used for existing brands of Surf Excel detergent powders. "Our new strategy will focus on young adults instead of children. The television commercial that we are planning will show a young couple locked in each others arms, rolling on a muddy floor and getting 'dirty'. The tag line for this commercial will be "Getting dirty is good"