The campaign is built around graphic combinations that depict modern and traditional India. Every execution, accordingly, has a female character that has a strong association with flowers. The characters are drawn from India’s rich tapestry of mythology and history.
The goddess Saraswati, for example, is shown seated on the lotus flower while Noorjahan, an ancient Mughal queen, is depicted with a rose in her hand.
Women are Tide’s key target group in the Indian detergent market, which is dominated by Hindustan Lever’s 40 per cent market share. The current Tide campaign was released in Maharashtra and is set to roll out nationwide.
