With some help from perhaps the most iconic fictional characters in the history of Indian advertising: Lalita ji. When Nirma started Surfing the washing powder marketRight until the seventies, washing powder in India was more or less synonymous with Hindustan Lever’s Surf detergent powder. The Surf ad is a great competitive ad. That seems ironic, when you consider that washing powder is not as important for households as food is! But for many people, she will always be Surf’s Lalita ji, a fact which some feel restricted her acting career.

Source: Indian Express December 08, 2019 06:44 UTC