Tide Plus Launched in India as DRASHTI DHAMI, MOUNI ROY, NAMRATA SHIRODKAR AND JASMIN BHASIN put their #CollarUpWithTide

New & Improved Tide Plus Launched in India as DRASHTI DHAMI, MOUNI ROY, NAMRATA SHIRODKAR AND JASMIN BHASIN put their #CollarUpWithTide

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

 Tide Plus Launched in India as DRASHTI DHAMI, MOUNI ROY, NAMRATA SHIRODKAR AND JASMIN BHASIN put their #CollarUpWithTide

Mumbai, Feb 27th, 2017 - Tide Plus, one of the leading fabric care brands in India from P&G, has introduced the New & Improved Tide Plus. The New version of India’s popular detergent brand has undergone a formulation upgrade, leading to a superior, better performance! Leading actresses Drashti Dhami, Mouni Roy, Namrata Shirodkar and Jasmin Bhasin went on a cross country tour to launch the New and Improved Tide Plus across Big Bazaar & Hypercity stores, and spoke about Tide’s latest campaign #CollarUpWithTide. The campaign is a funny take on the perils of hanging your collar to prevent dirtying it, and how with the new best-ever Tide, you can pop up your whitest collar in pride. They encouraged homemakers across India 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!

Bringing this Tide Promise to life in a series of fun games, these celebrities convinced the audience present that nothing gives you better whiteness than the new avatar of Tide Plus. They demonstrated this by walking into the event with their collars popped up in style at various Big Bazaar and Hypercity markets across the country. They shared personal stories, anecdotes & perspective on how clean clothes are an important indicator of one’s personality, which is now easily possible in the whitest collars & cuffs that the New & Improved Tide promises, enabling you to put your #CollarUpWithTide!

Actor & Producer Namrata Shirodkar, who launched the New Improved Tide Plus in Hyderabad said, “I recall that as a child, my mother would be very particular about my uniform when I went to school. Now that I am a mother myself, I realize how every homemaker takes pride in her family’s grooming.”

Drashti Dhami who is known for her extremely popular TV shows like Pardes Mein Hai Mera Dil, Geet and Madhubala – Ek Ishq, Ek junoon unveiled the product in Ahmedabad and Chandigarh. She said, “I have, until very recently, done my own laundry and understand how daunting maintaining your white clothes can be! But, laundry need not be such a boring, tedious 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! “

Mouni Roy, the widely-acclaimed actress of NAAGIN fame who launched the Tide Plus in Kolkata added, “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. With faster dissolution, more lather & easy rinse – you are in for surprising whiteness! So, fret no more - you can all join in and pop your collars up in style & with pride!”

Jasmin Bhasin, known for her popular show Tashan-e-Ishq and Dil se Dil Tak ,took the audience of Bhopal by storm with her vivacious personality and Collar-up ishtyle said, “I have been a hospitality student, and our daily uniforms were supposed to be stark white! I have been through this struggle, and hence the insight for the campaign resonates very well with me. With the New & Improved Tide Plus, you can uphold the pride for yourself, as well as your family, and make sure that each time they step out, they do so with their #CollarUpWithTide!”

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! Shandaar safedi pao, Collar hamesha uthao! 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!”

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

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

*versus ordinary detergent powder

About Procter & Gamble 
P&G serves consumers in India with one of the strongest portfolios of trusted, quality, leadership brands, including Vicks ®, Ariel®, Tide®, Whisper®, Olay®, Gillette®, AmbiPur®, Pampers®, Pantene®, Oral-B®, Head & Shoulders® and Old Spice®. P&G operates through 3 entities in India of which 2 are listed on NSE & BSE. The listed P&G entities are: ‘Procter & Gamble Hygiene & Health Care Limited’ and ‘Gillette India Limited’, whereas the unlisted entity (which is a 100% subsidiary of the parent company in the U.S) operates by the name ‘Procter & Gamble Home Products Ltd.’ In the last 12 years, P&G’s signature CSR program P&G Shiksha has built and supported 1000 schools that will impact the lives of 10,00,000 underprivileged children across the country by providing them with access to education. Please visit http://www.pg-India.com for the latest news and in-depth information about P&G India and its brands.