Tide Naturals: Riding the Tide in rural India
Anupama Biswas, Gaurav Virkar, Deepak Sonpar, Husain Kapadia
Campaign Details
Brand owner: Procter & GambleAgency: MediaCom IndiaBrand: Tide NaturalsCampaign duration: 1-3 yearsCountry: IndiaMedia budget (USD): Up to $500kChannels used: Radio
Executive summary
As a late entrant to the Indian market, Procter and Gamble's Tide Naturals brand needed to form a connection with rural Indians and drive home the brand benefits in a manner and tone which would not alienate the more conservative and traditional rural Indians.
And so was...