Tide’s iconic tagline brought back with social media star Chatpat


Tide, one of the most popular detergent brands, brought back their iconic tagline, but this time, in a unique way.

“Chaunk Gaye?”, two Hindi words that are instilled in our minds from the many commercials we have seen, recently came on screens as a fun and memorable video created by NGO SOS Children’s Villages of India and Chatpat, the social media star.

Tide is working with the NGO SOS Children’s Villages of India to help kids get clean clothes and pave the way for a better future. As a form of gesture, the kids, together with Chatpat, has created this video, but with a twist.

The NGO SOS Children’s Villages is one of India’s largest NGO’s in terms of childcare and development. This video created as a form of user-generated content is one of the most heartwarming videos playing on social media currently. They had recently announced the 10-year-old social media personality, Chatpat as their brand ambassador and is also the first-ever official brand ambassador.

The video shows Chatpat and the kids rapping in white t-shirts. The laundry brand cleverly commented on the video stating, “Aapki t-shirts aur rapping skills ne chaunka diya”.

Chatpat, the new celebrity on social media has won hearts among many with this video. He is a 10-year-old boy from Mumbai known for sharing his wisdom and life skills across his various platforms. His level of content puts it up with those of adults that follow the same genre. His chirpy attitude and compact vocabulary bring the spotlight to his highly-rated pieces of advice.

Chatpat’s handle on major platforms of Instagram, Facebook, Twitter and LinkedIn goes by #Chatpatkagyaan with about twenty thousand followers.

The iconic tagline and campaign of the brand – “Chauk Gaye” took birth decades ago to essentially help people understand the myths about laundry and promote the wearing of clean garments.

Along with the clean look on their clothes, the company also try to bring a smile to everyone’s face. Regarded as the world’s number 1 detergent brand, it still wins the hearts of the people in the country.

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