Campaign India Team
Jul 05, 2021

Tide India helps families tide over lost time

Watch the film conceptualised by Leo Burnett here

Tide India has launched a campaign titled #TideforTime. Conceptualised by Leo Burnett India, it aims to make people aware of whether or not they spend enough time with their families. 
The film tells the tale of a grandmother who visits her family. Throughout her stay, she notices her granddaughter spending time by herself, trying to seek time and attention from her parents, who are always caught up with office or household chores. After she returns from her visit, the grandmother video calls the family and helps the parents realise what their daughter really misses. She also brings to their notice that time is most valuable when spent on what’s really important. 
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 nine 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 and 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 padta hai’ (son, you don’t just get time, you have to make the time). 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.”
Directed By: Shoojit Sircar
PR agency: Genesis BCW
Media agency: MediaCom
Digital agency: Kinnect Media 
On-ground partners: VMLY&R Commerce Encompass 
CEO and chief creative officer, South Asia: Rajdeepak Das
CEO and 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 planning: 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 
Executive producer: Ronnie Lahiri
Producer: Supriya Macwan
Associate producer: Madhukar Moses
Campaign India

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