HUL launches massive OOH push for Surf Excel Matic

The major South Indian cities of Bangalore, Chennai, and Hyderabad recently became the vibrant canvas for a high-speed advertising blitz with the launch of the Surf Excel Matic Express campaign. Executed by OOH specialist RapportWW in partnership with Hindustan Unilever Limited (HUL), the campaign was meticulously designed to embody the speed and efficiency of the product, ensuring the brand’s message was delivered across every major consumer touchpoint in the region. The core concept was to make the entire city “go Express.” 

A powerful blend of traditional and cutting-edge Digital Out-of-Home (DOOH) media was deployed, featuring cricketing icon Jasprit Bumrah as the “Express of the Nation.” The comprehensive OOH strategy targeted key urban locations and transit mediums for maximum visibility among modern, on-the-go consumers. 

Mobility was a central focus, utilizing impactful creative installations. The strategy included creating highly visible cab convoys, with five cabs in each of the three cities fully wrapped and featuring a unique Surf Excel Matic installation mounted above the vehicle. This ensured that the taxis functioned as dynamic, moving advertisements with a strong dimensional element. Public transport was also leveraged through striking metro train wraps that transformed entire carriages into large-scale, mobile billboards, guaranteeing extensive reach across the cities’ main arterial routes. 

Beyond transit, the campaign made a significant impact in high-footfall retail environments. Mall branding was strategically executed, covering critical DOOH media verticals such as panels on escalators and elevators. This ensured that the brand reached consumers precisely during their shopping journeys and leisure time. 

Further driving the campaign’s innovative spirit was the use of spectacular DOOH placements. This included cutting-edge anamorphic ads that delivered stunning 3D illusions and high visual drama in select, prime locations. By deploying this exhaustive suite of OOH assets—from transit media and targeted mall DOOH to the innovative, wrapped cab convoys with top installations—the Surf Excel Matic Express campaign successfully championed speed, efficiency, and innovation, making an unforgettable statement across the South Indian metros.