Kicking off the #CollarUpWithTide campaign, Tide India adds to the pride of Indian women


Tide Plus, one of the leading fabric care brands in India from P&G,  has  introduced the New &Improved Tide Plus at Big Bazaar. The New version of India’s popular detergent brand has undergone a formulation upgrade, leading to a superior, better performance! Leading television sensation MOUNI ROY, who is known for her stupendous performance in the very popular TV show Naagin,unveiled the new product at Big Bazaar. She also spoke about Tide’s latest campaign #CollarUpWithTide, which is a funny take on the perils of hanging your collar into prevent dirtying it, and how with the newbest-ever Tide, you can pop up your whitest collar in pride. She is encouraging everyone to join the campaign and go for #CollarUpWithTide!

Every homemaker takes immense pride in ensuring that her family looks well groomed, and does not have to face embarrassing situations. With this superior whiteness in the same promise of half dosage*, you can now put your #CollarUpWithTide. With 3 clear distinctions of faster dissolution, more lather and easy rinse, the New & Improved Tide Plus solves your washing woes, further improving the laundry experience!

Mouni Roy, who entered the Big Bazaar store in Tide-style with her collar popped up in the spirit of the campaign, emphasized on how clean clothes add confidence to her personality, both onscreen and off screen. She can walk with pride because of her clean clothes. She shared: “I am constantly at work and have very erratic shooting schedule. Long hours of shoot and travel result in dirty clothes, especially areas like collars and cuffs. But, laundry need not be such a boring, daunting task! Tide Plus, in its own cheeky avatar, has taken it on itself by bringing to you this new, advanced product that gives brilliant whiteness even for tough areas like collars!  With faster dissolution, more lather & easy rinse – you are in for surprising whiteness! So, fret no more, uphold the pride of your family and make sure that each time they step out, they put their #CollarUpWithTide!!”

The campaign touches upon this very insight. Talking more about the campaign, Priyanka Goyal, Brand Manager, P&G India Fabric Care, said, “Tide has always stood for surprising whiteness while adding a bit of humour to the laundry chores. Staying true to this, the new product formulation aims at delighting the consumer in ways like never before – an even superior product, for superior whiteness, improving the overall laundry experience! The new TVC is a fun, quirky take on relatable situations about men who hang out their collars to avoid getting them dirty, and end up being embarrassed. The message is simple, yet catchy – With the new Tide Plus, Ab collar mat latkao! Shandaarsafedipao, Collar hameshauthao! We are confident that this will resonate well with our consumers, and we will have more and more people popping up their collar in Pride!”

In a series of fun games that brought to life the Tide Promise, Mouni also left convinced that nothing gives you better whiteness. Along with the winners, she posed with her #CollarUpWithTide, inviting everyone to do so by using the new version of Tide Plus!

The campaign is a 360-degree integrated campaign – watch out for the ‘CollarUpWithTide’ fun across TV, print, digital, radio, etc. The New Improved Tide is priced at Rs. 49 for 500 grams and Rs. 96 for 1 kg pack.

Drop in to your nearest retailer store and buy your pack. After all, why hangyour collar when you can pop it up in style.