When the Cricket World Cup returned to India in 2023, it presented a ripe situation for innovative brand campaigns. Tide, India's leading laundry brand, was given a brief to create a campaign that would make a mark during this global event. The objectives were to spotlight Tide's stain-removing prowess, engage fans, elevate the brand perception in a way that stood out from the usual narratives of passion, victory, and records associated with cricket and of course support our favourite team - India.

“The Dirty Billboards” garnered 2 million views and reached over 1.2 million cricket fans, generating PR and media attention. The engagement was high, with Indian fans joining in the fun by creating their own witty banters. It shifted the brand perception of Tide from just a laundry brand to a bold, creative, and engaging entity. The campaign was a resounding success, achieving its objectives by resonating with India's love for cricket, wit, and banter; while also highlighting Tide's stain-removing capabilities.