HUL revolutionizes laundry care with new detergent
This launch promises to redefine laundry care in India by combining cutting-edge AI technology with fast, effective, and environmentally conscious cleaning.
INDIA – Hindustan Unilever Limited (HUL) has expanded its laundry care portfolio with the launch of Surf Excel Matic Express, an AI-powered detergent specially designed for fast and efficient laundry cycles.
The product launches with the tagline “Expert Clean, now Express,” emphasizing high-speed, high-performance cleaning tailored for busy urban lifestyles.
Surf Excel Matic Express features the brand’s unique Pro-S Technology, a blend of fast-acting ingredients that activate immediately at the start of the wash cycle to tackle malodour, stains, and freshness, as well as fabric care, even in short washing cycles, which traditionally posed technical challenges.
This product is available in two variants: the Blue variant for Express Clean with 2X Freshness Action and the Pink variant for Express Clean with 2X Care Action.
According to the company, this product is designed to suit both short 15-minute cycles and longer wash times.
The product launch is championed by Indian cricket pace icon Jasprit Bumrah, symbolizing the attributes of speed, precision, and reliability, mirroring the detergent’s promise of quick and expert cleaning.
The brand’s new campaign film captures the fast-moving rhythm of urban life and introduces Surf Excel Matic Express as a detergent built for this pace.
From an environmental perspective, Surf Excel Matic Express encourages consumers to use shorter, energy-saving wash cycles, thereby contributing to a reduced environmental impact.
Srinandan Sundaram, Executive Director of Home Care at HUL, emphasized the product, stating, “By harnessing people’s enthusiasm for short cycles for everyday stains, we’re opening the potential for a new category of short cycle products within laundry.”
“We’ve overcome a real technical challenge to offer outstanding performance even in the shortest timeframe and the difficult washing conditions of the short cycle.”
Nakul Tewari, Vice President of Marketing at Whirlpool India, praised the product as a perfect complement to modern washing machines designed for express wash programs, thereby further enhancing convenience and saving time for consumers.
This innovation leverages decades of detergent formulation expertise, combined with advancements in robotics and artificial intelligence, to meet the evolving needs of modern consumers who seek speed without compromising on cleaning quality.
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