Tides New Product Release and Humorous TV Ad


Tide the leading brand of laundry detergent worldwide and one of the largest fabric care brands globally has launched a new product to its line, Tide Plus Double Power, an upgrade from its existing portfolio of Tide Plus Extra Power. The tide brand was introduced in 1946 and is currently owned by Procter & Gamble which has the highest share in laundry detergents worldwide with an estimated 14.3%.

 Their brand ambassador for India, Ayushmann Khurrana launched the product with an exciting new TV commercial. The latest product from India’s top detergent promises to have enhanced stain removal power, whitening benefit, and longer-lasting fragrance. The new powder is available for an introductory price of 45 rupees for 500g. It is specifically designed to cater to the consumer’s everyday needs by reducing their time invested in doing laundry. With an increasing number of consumers spending more time at home, this usually means more food stains and dirty clothes for the homemaker to care of. The enhanced powder is equipped with Stain Magnets that work hard to pull out tough stains from the garments.

Tide constantly works to improve and enhance its brand to delight the consumer through their products. They are viewed as a happy and optimistic organization and this is reflected in their ads which the audience has always found to be witty and humorous. In the new TV commercial, Ayushmann Khurrana challenges his fans on removing tough food stains without any additional scrubbing or bar involved. The new product formulation addresses the most important need of everyday stain removal, better fragrance, and whiteness for an overall superior cleaning by using the dirt lift and lock technology that ensures the grime is removed and does not settle back into the fibers.

Sharat Verma, Chief Marketing Officer and Vice President of Fabric Care at P&G India said that the new Tide Plus Double Power is Tide Plus’s best formulation till date, and a significant improvement on the previous versions of the product on every front – be it stain removal, whiteness or fragrance. Tackling daily stains is a mundane job that every household has to face, Ayushmann Khurrana said, and this has continued even during the recent lockdown.


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