Surf Excel Matic is the machine-specialist laundry detergent that removes tough stains in washing machines. 

However, consumers didn't identify it as a product exclusively meant for laundry in machines. Surf Excel Matic felt the need to present itself as the expert of laundry care in machines to increase brand recall and reliability amongst consumers. 

Our primary audience likes to consume DIY content online. Known to use Facebook, Search and YouTube among other websites and blogs, they also search for information and 'hacks' that eases the load on household and laundry chores.

Keeping this behviourial trend in mind, a video series was conceptualised which provided interesting and useful DIY content for audiences to consume, while educating them with laundry and machine hacks - which helped establish Surf Excel Matic as expert of laundry care in washing machines.