India may have lifted the Women’s Cricket World Cup, and Deepti Sharma took home the player of the tournament title, but Surf Excel quietly scored its own win off the field.

After Jemimah Rodrigues’ semi-final heroics against Australia, an image of her dirt-stained jersey went viral. Fans began tagging Surf Excel, urging the detergent brand to respond. The HUL-owned company did, and in style. It sent Rodrigues a playful gift: empty Surf Excel bottles along with a message asking her not to wash her jersey but to frame it.

It was a simple idea, executed with perfect timing. Players often frame jerseys from memorable matches, and stains are, quite literally, Surf Excel’s favourite subject. Since 2005, the brand’s Daag Acche Hain campaign, the Indian take on its global Dirt is Good phi

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