Tide Naturals: Riding the Tide in rural India

As a late entrant to the Indian market, Procter and Gamble's Tide Naturals washing detergent 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.

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...

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