'Are we spending our time on what's really important?' Tide asks in its new campaign

Laundry and fabric care brand Tide from P&G has launched a campaign #TideforTime. In this campaign, Tide is shining the spotlight on the story of many households, where everyday tasks take up most of the time, leaving little time for anything else. By raising an important question — ‘Are we spending our time on what’s really important?’ Tide aims to contextualise the importance of time for the families of today.

Conceptualised in a heart-warming narrative, the new #TideforTime film is the story of a grandmother who is visiting her family. Throughout her stay, she notices her granddaughter spending time by herself, trying to seek her parents’ time and attention because her parents are caught up in office or homework. After she returns from her visit, the grandmother drives the realisation for the family that the grand-daughter misses spending time with her parents. She also reiterates that time is most valuable when spent on what’s really important, urging them to make more time for with their child.

The film has already garnered more than 3MM views, and the grandmother’s dialogue has been resonating with many —you don’t ‘find’ time, you have to make time. Tide is also showing the way by highlighting simple ways in which families can make time. Households across India spend up to 300 hours^ doing laundry. Thanks to its Double Power, Tide can provide superior cleaning in the soak or machine itself, resulting in lesser laundry time. This time that is saved, can be leveraged for what’s important to people — be it spending time with family, friends, pursuing their passion, honing a hobby, or anything they haven’t been able to ‘find’ time for.

Sharat Verma, Chief Marketing Officer and Vice-President, Fabric Care at P&G India, said, “During Covid, we have been limited to the confines of our homes. But this physical proximity has not necessarily led to stronger emotional connection. Research shows 9 out of 10* people agree that Covid has made them realise the importance of togetherness. With #TideForTime, our endeavour is to bring to light a pertinent question, rendered even more important in the current context — ‘Are we spending our time on what’s really important?’. We also realise that families spend around 300^ hours every year doing laundry. This is also a reminder that by putting Tide to work and letting it deliver its superior cleaning, we can make some time for our lives and spend it on what we truly value — whether it is spending time with families, pursuing passions, finding some me-time or even exploring the entrepreneurial spirit. Because there’s only one thing more precious than our time, and that’s how we spend it.”

Rajdeepak Das, CEO & Chief Creative Officer, South Asia, Leo Burnett, said, “My late aunt was one of those people who always had time for everyone, and I used to often ask her how she managed to have time. Her standard reply to me was ‘Beta time milta nahi hai, time banana padhta hai’. When we started creating this movement, we realised we spend up to 300 hours on doing laundry. With #TideForTime movement, we want to encourage everyone to make time for all things that are really important by just saving on laundry time. This movement is a true HumanKind insight, a story which goes beyond words and we hope will inspire everyone to make more time for their loved ones.”

*Based on findings from a 3^rd party survey conducted in 2021 by Toluna in partnership with Tide with 800 respondents across 12 cities

^Based on data from April IMRB Panel Database 

Credits:

Conceptualised by: Leo Burnett India

Directed by: Shoojit Sircar

PR Agency: Genesis BCW

Media Agency: MediaCom

Digital Agency: Kinnect Media Pvt Ltd

On-ground Partners: VMLY&R Commerce Encompass 

Creative and Production:

CEO & Chief Creative Officer: South Asia: Rajdeepak Das

CEO & Chief Strategy Officer: South Asia: Dheeraj Sinha

Executive Creative Director: Vikrant Yadav

Executive Vice President: Abhimanyu Khedkar

Sr. Creative Director Art: Virendra Tivrekar

Associate Creative Director Art: Ajit Rakhade

Copywriter: Piyush Jaiswal

Account Panning: Ishita Shukla

Account Management: Swapnil Salvi, Shivee Poddar, Shikha Chaturvedi

Head of Films Department: Jignesh Maru

Agency Producer: Tanvi Sejpal

Production house: Rising Sun Films Pvt Ltd

Executive Producer: Ronnie Lahiri

Director: Shoojit Sircar

Producer: Supriya Macwan

Associate Producer: Madhukar Moses

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