Tide Plus Extra Power is upgraded to Tide Plus Double Power, TVC marks launch of product

Laundry and fabric care brand Tide from Procter & Gamble recently launched Tide Plus Double Power, an upgrade to its existing portfolio of Tide Plus Extra Power.

This upgrade is being launched with a new TV commercial starring Bollywood actor and brand ambassador Ayushmann Khurrana. The latest version of the detergent brand comes with an enhanced stain removal power, whitening benefit and longer lasting fragrance.

Available at an introductory offer of Rs 45 for 500g, Tide Plus Double Power is designed specifically to cater to the consumer's everyday needs by reducing their time invested in doing laundry. With increasing number of consumers spending their time at home this year, kids and adults alike have been getting more food stains than usual, which means Double Trouble for the homemaker. The New Tide Plus Double Power is equipped with stain magnets that work hard to pull out tough stains from the garments.

Tide has been constantly innovating and upgrading its offering to continue delighting its consumers year on year. Tide is known to be a happy, bright and optimistic brand in the detergent category, and has always brought a smile to the audience with its witty and humorous communication.

The new TVC features Ayushmann Khurrana, challenging his fans on removing tough food stains without any additional scrubbing or bar involved. With the dirt lift and lock technology removing grime, and not letting it settle back into the fibres, the new product formulation addresses the most important need of everyday stain removal, better fragrance and whiteness for an overall superior cleaning. 

Sharat Verma, Chief Marketing Officer and Vice-President, Fabric Care at P&G India, said, “The new Tide Plus Double Power is Tide Plus’s best formulation to date, and a significant improvement versus the previous product on every front – be it stain removal, whiteness or fragrance. Tide is the leading detergent brand in the world, and with this new, upgraded Tide Double Power, we are bringing to market a formulation specially designed to delight the Indian consumer and give them brilliant cleaning at an affordable price.”

Ayushmann Khurrana, Tide India Brand Ambassador, said, “Tackling everyday stains is a mundane task every household has to encounter, and this has continued even during the recent lockdown. This newly launched Tide Plus Double Power product will give the users a delightful laundry experience. And just like I say in the exciting new TVC -- Abhi tak try nahi kiya? "

Tide Plus Double Power is available in stores across India in two variants – Lemon and Mint, and its best seller Jasmine and Rose.

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