ADVERTISING - Outdoor (Topical Posters & Outdoor Advertising)

Tide vs. Holi Stains - Proctor & Gamble - Tide JPG
Tide vs. Holi Stains - Proctor & Gamble - Tide MOV 2m:00s

Tide vs. Holi Stains
Brand: Tide
Client: Proctor & Gamble
Entrant: SW Network (Sociowash)

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Tide vs. Holi Stains - Tide - Proctor & Gamble

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Entry Title: Tide vs. Holi Stains
Brand: Tide
Client: Proctor & Gamble
Entrant Company: SW Network (Sociowash)
Description: The Tide Holi campaign was strategically crafted for the Indian market, timed to coincide with the Holi festival—a momentous cultural event celebrated nationwide by millions. During Holi, people participate in outdoor gatherings, throwing colours at each other, resulting in their clothes being covered in the colourful stains of the festivities.

This campaign was conceived to leverage Tide's stain removal efficacy in a contextually relevant manner. The post-Holi celebration challenge of dealing with stubborn clothing stains aligns perfectly with Tide's core offering. These stubborn stains cause people to throw away their Holi clothes resulting in thousands of tonnes of waste reaching the landfills. Indians would throw them away because they didn't believe that these Holi stains could be cleaned again to be reused.

To make people believe that these stained Holi clothes could be cleaned, we collected them from people, washed them spotless with Tide, and put them on the billboard for the world to see. We established a connection with consumers, addressing a common pain point during this festive period.

The timing was crucial, capitalizing on heightened consumer engagement and brand visibility during the festive season. Doing an innovative billboard also cemented brand love for Tide over the competitors.
Company Credits: Sociowash Media Pvt. Ltd.
Individual Credits: Pranav Agarwal - Co-founder
Individual Credits: Raghav Bagai - Co-founder
Individual Credits: Saurabh Patnaik - Founders' Office - Operations & Growth
Individual Credits: Amisha Gulati - Business Head
Individual Credits: Himani Mangtani - Account Director
Individual Credits: Bhairavi Datar - Lead Account Manager
Individual Credits: Niranjan Rao - Key Account Manager
Individual Credits: Tanasha Doshi - Account Manager
Individual Credits: Daivik Dhar - Account Executive
Individual Credits: Vinit Patil - ACD (Copy)
Individual Credits: Sanjana Nair - Copy Supervisor
Individual Credits: Gaurav Makhija - Copywriter
Individual Credits: Aditi Goyal - Copywriter
Individual Credits: Pooja Vasani - ACD (Design)
Individual Credits: Karan More - Senior Visualizer
Individual Credits: Souvik Mondal - Graphic Designer
Individual Credits: Arindam Bera - Associate Visualizer
Individual Credits: Geetesh Sharma - Video manager
Individual Credits: Newel Sailesh - Video Manager
Individual Credits: Shubham Chawla - Director - Ambassador & Creator
Individual Credits: Yash Badlani - Senior Executive - Ambassador & Creator
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