Campaign India Team
Feb 03, 2023

Kiku Sharda asks users to Tide through stained fabric

Watch the film here

Tide has launched a campaign titled ‘Khachak Khuchak Chod Do’ (leave all the brushing) featuring comedian Kiku Sharda. The film showcases him grooving to a hook step while he asks consumers to adopt an easier way of getting rid of stains. 
In the form of a music video, Sharda is seen dancing and asking consumers to leave all the rigorous washing of clothes by hand, to remove stains like gravy, oil and mud. Through the same song, he conveys that Tide is all that’s needed to remove tough stains and asks consumers to say goodbye to them.
The campaign is running across the brand’s social media channels, including YouTube, Instagram, and Facebook. 
Sharat Verma, chief marketing officer, P&G India and vice president and fabric care head for P&G Indian subcontinent said, “Tide is known for its quirky and fun advertising which is in sync with pop culture. Our messaging is focused on Tide’s core benefit of whiteness and stain removal while adding a bit of humour to the, sometimes, mundane chore of laundry. Taking this further, Tide has launched the music video ‘Khachak Khuchak’ which uses the sound of scrubbing to bring to life Tide Double Power’s benefit of outstanding stain removal and whiteness without scrubbing.”
Campaign India

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