Delhi/Jaipur, August 9th, 2019.
Tide, one of the leading fabric care brands in India from P&G, launched NEW TIDE ULTRA for Washing Machines at Vivanta by Taj, NCR. With this new variant Tide has forayed into a new product line extension made for machines, which comes over and above their base range of Tide Plus Extra Power. This new and revolutionary product promises 3 in 1 outstanding clean- fighting tough dirt on cuff, collar and underarms with equal ease in both automatic and semi-automatic machines. Leading Actress Hina Khan unveiled the superior Tide Ultra in the city today and actively participated in the #TideUltrarapchallenge.
Tide has always stood for surprising whiteness, while adding a bit of humour to the otherwise mundane chore of laundry. The same spirit is brought to life in the new communication, based on a very real and relatable insight – ‘Is dirt coming in the way of your child’s progress?’Tide Mothers want their kids to excel in everything- they want them to be an all-rounder- be it in sports or at studies. She can’t accept anything coming in the way of her child’s progress not even an uncleanuniform. With Tide Ultra, all her dirt stress is put to rest because itgives the best cleaning to tough zones like cuffs, collars and underarms inside the machine itself. Now her child is up for any challenge and can strive to excel in all fields.
Tideis one of India’s favourite detergent brands and has been on a journey of consistent innovation. Tide Ultra for machines conveniently replaces the arduous task of soaking and scrubbing in order to get the best clean. The product packaging is premium and offers better quality at a competitive price point thus enhancing the overall laundry experience.
Tide Ultra’s new commercial is in line with the latest trend of rap-culture in India. The ad showcases a mother and son’s fun rap banter over a dirty school uniform. The rap in the film is catchy, light-hearted and engaging. Re-enforcing the product benefits, Tide Ultra started an online rap challenge on TikTok titled #TideUltraRapChallenge that created quite a stir and has taken the nation by its storm. Tide Ultra film has already got 16 million views on YouTube and 20 million views on Instagram and TikTok. At the event, Hina Khan also joined the bandwagon and took the #TideUltraRapChallenge in her own fun way with the film’s child artist Adityaraj Sen and encouraged the audience to try it too.
Hina Khan who is still loved by audience for her role of Akshara in Yeh Rishta Kya Kehlata hai said, “I have always loved Tide’s quirky commercials, and this rap battle between the mom and son is the best so far. No wonder #TideUltraRapChallenge has caught such momentum. I loved taking the challenge and enacting the rap – takes me down the memory lane on my conversations with my mom! Tide has been used in my house for decades now and seeing it in this new avatar of Tide Ultra is very exciting! Here’s to a laundry solution delivering outstanding clean, reaching more and more of you! “
Sharat Verma, Chief Marketing Officer, P&G India, and India Laundry Head said, “The launch of Tide Ultra is our first Tide product specially designed for washing machines. Tide Ultra is an affordable offering that will truly delight consumers who are looking for superior cleaning in machines. Over last few years, we’ve been focused on constantly innovating and upgrading our portfolio to deliver an outstanding laundry experience. We also realise that for a mother, her children come first. She seeks to ensure that they progress well and excel at everything they take up. It is the same spirit that she brings even to her laundry, where she strives for an outstanding clean – especially for important garments like school uniforms. We bring this context to life in an enjoyable TVC which taps into the booming rap culture in the country! In true Tide style, the communication is intended to be a fun, quirky take on how dirty clothes should not come in the way of your child’s all-round progress, and this new offering designed specially for washing machines cleans outstandingly well! After all, Machine meinbhi white ho, Toh Tide Ultra Ho.”
So, fret no more, be assured of your child’s cleanest uniform and while he endeavours to out stand in every field, you take pride in yourself and Tide Ultra. The campaign is a 360-degree campaign, including TV, print, online and in-store visibility. The new product and campaign launched in July 2019 and is priced at Rs. 130 for 1 kg and Rs 253 for 2 kg pack.