• Situation

Holi - A festival where stain removal becomes a prevalent concern. The brand aimed to leverage this cultural moment to reinforce its effectiveness in tackling tough stains and position itself as a trusted solution for post-festival cleaning.

• Brief

To create a visually impactful and culturally relevant outdoor advertisement showcasing Tide's stain-removal power so that people know that their Holi-stained clothes can be reused.

• Objectives

The primary objectives of the Tide Holi Billboard campaign were:

Brand Awareness: Increase visibility and awareness of Tide's stain removal capabilities among Indian consumers during the Holi festival period.

Product Demonstration: Showcase Tide's effectiveness in removing Holi stains through real-life examples displayed on billboards, establishing credibility and trust in the brand.

Sustainability: Deliver a clear and impactful message about Tide's ability to tackle tough stains, leaving no reason for people to throw away their Holi clothes.

The billboard received organic mentions from 100+ media houses, it was shared by Indian celebrities and applauded unequivocally across mediums, driving over 1.4 million in earned media.

The campaign garnered a reach of more than 5 million with over 151 thousand in engagement.

This activity led to a mind-shift amongst the audience about the possibility of reusing their Holi clothes so that they don't end up in a landfill.

The brand observed 98% positive sentiments and saw an increased brand love over its immediate competition.

All the objectives of the campaign were met and exceeded.

1. The campaign went viral shooting the brand awareness through the roof.

2. The efficacy of the product was cemented in the minds of millions by showing them cleaned Holi clothes on a billboard.

3. After the campaign a survey revealed that people were more open to reusing their clothes.