Tide and Sociowash have teamed up to develop an integrated promotional campaign featuring Punjab Kings (PBKS) captain and Team India batter Shikhar Dhawan as well as youngsters Arshdeep Singh and Shahrukh Khan.
The partnership was announced in a small teaser movie called “Sadde Punjab ka Naya Favourite“, which also served as Tide Liquids’ entry into the Indian market. The Kings have had Tide Liquids as their “official laundry partner” for the 2023 Indian Premier League (IPL) season.
To maximise the campaign’s reach, Tide has worked with Sociowash to develop a strategic plan that incorporated offline advertising, out-of-home (OOH) placements, in-stadium advertising and internet adverts. Through a variety of touchpoints and resources, the campaign aims to engage customers along with exposure to the Tide Liquids debut.
Pranav Agrawal, Co-Founder, Sociowash, commented:
“We are thrilled to collaborate with Tide on this campaign that showcases their association with Punjab Kings. The video, shot in our in-house production wing SW Studio, perfectly captures the essence of the partnership and highlights Tide’s role as the official partner. We believe this campaign will create a lasting impression on consumers, resonating with both cricket enthusiasts and loyal Tide customers.“