HUL’s New Surf Excel Matic Express Promises a Clean in Just 15 Minutes

In a world where speed is everything, Hindustan Unilever has launched a game-changing detergent that promises expert cleaning in record time. Surf Excel Matic Express is the newest entrant in the laundry care category, and it is already making waves.

With a fresh campaign led by Indian pace icon Jasprit Bumrah, the product brings together speed, precision, and consistency—the very traits that define both the cricketer and this new innovation. The campaign is built around the line “Expert Clean, now Express,” signaling a major shift in how consumers can expect performance from their detergent.

What makes this launch truly stand out is the technology behind it. Drawing from advancements in detergent formulation, robotics, and AI, Surf Excel Matic Express has been engineered to deliver powerful cleaning even in cycles as short as 15 minutes. It is a response to the rising preference for quick wash cycles, especially in urban households where time is always in short supply.

The new product comes in two variants. The Blue variant offers Express Clean with 2X freshness, while the Pink variant delivers Express Clean with 2X care. Both are designed to work across short and long cycles and are compatible with top and front load washing machines.

The ad film featuring Bumrah captures the increasing speed of daily life in urban India. As cities move faster, so must the routines, and laundry is no exception. The film positions Surf Excel Matic Express as the detergent that keeps pace without compromising on results.

Srinandan Sundaram, executive director of Home Care at HUL, described the product as a breakthrough that not only meets the demand for faster cleaning but also supports sustainability by encouraging shorter wash cycles that save water and energy. He added that the innovation opens the door for an entirely new category of short-cycle detergents in India.

Nakul Tewari, vice president of marketing at Whirlpool India, echoed this sentiment, calling the product a perfect match for modern washing machines that already feature express wash functions. He noted that with this collaboration, both manufacturers and consumers gain from faster, more efficient laundry experiences.

Surf Excel Matic Express is now available across general trade and modern trade outlets in South India. It can also be purchased across India through e-commerce and quick-commerce platforms.

With this launch, HUL is not just speeding up laundry—it is redefining what performance looks like in today’s fast-moving world.

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