In a media innovation stunt across Pakistan, 14 leading broadcast channels for an entire day and a half, Pakistanis watching everything from entertainment to news, found dried stains obscuring part of their screens. Bewildered, people took to social media (after attempting to wipe their screens) trying to figure out why these stains were popping up on screens everywhere and more importantly, who put them there. Speculation was rife, as the hashtag #WhatTheDaagh (What The Stain) became the top trending topic of the day on Twitter and Instagram, with people posting pictures of the different stains caught on camera. Finally putting this commotion to rest and marking the launch of its reformulation with Stain Lifter technology, Surf Excel stepped up to claim responsibility of cleaning these stains from TV all while calling itself the true Daaghoun Ka Champion (The Champion of Stains).