Tide launches a new campaign questioning the value of our time

The pandemic has hit India harder, with major towns and cities going under lockdown. With work from home and social distancing, everyone is spending more time indoors. Though a strict lockdown nationwide has brought many families together under one roof, this has also resulted in increased workload in the house. This adds up over time and has a larger impact.  A recently conducted survey revealed 82%* agree that balancing housework and office work has led to spending lesser time with your family during the pandemic.

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Taking this insight forward, Tide, the biggest laundry brand globally and one of the leading fabric care brands in India from P&G, has announced their newest campaign #TideforTime with the launch of a new film. In this campaign, Tide is shining the spotlight on the story of many households, where everyday tasks take up most of the time, leaving little time for anything else. By raising an important question – ‘Are we spending our time on what’s really important?’ Tide aims to contextualise the importance of time for the families of today.

Conceptualized in a heartwarming narrative, the new #TideforTime film is the story of a grandmother who is visiting her family. Throughout her stay, she notices her granddaughter spending time by herself, trying to seek her parents time and attention because her parents are caught up in office or homework. After she returns from her visit, the grandmother drives the realisation for the family that the grand-daughter misses spending time with her parents. She also reiterates that time is most valuable when spent on what’s really important, urging them to make more time for with their child.

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The film has already garnered more than 3MM views, and the grandmothers dialogue has been resonating with many – you don’t ‘find’ time, you have to make time. Tide is also showing the way by highlighting simple ways in which families can make time. Households across India spend up to 300 hours^ doing laundry. Thanks to its Double Power, Tide can provide superior cleaning in the soak or machine itself, resulting in lesser laundry time. This time that is saved, can be leveraged for what’s important to people – be it spending time with family, friends, pursuing their passion, honing a hobby, or anything they haven’t been able to ‘find’ time for!

For over 20 years in India, Tide has been spreading smiles and chuckles with their communication. The quirky characters, relatable situations, memorable drama and surprising whiteness never fail to bring joy. This time, Tide wants to highlight how time often gets taken for granted. 79%* respondents in a survey think we have lesser time than we think we do. 89%* respondents have cancelled plans last minute because they couldn’t finish household chores in time. Most importantly, 9 out of 10 would make choices that help them save time every day so that they can use that time for what they actually like to do, even if it meant a little more money. Tide brings forth one such way of saving time and give people back precious time that they can invest to gain long term, sustained happiness.

Talking about the campaign, 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 9 out of 10* people agree that covid has made them realize the importance of togetherness. With #TideForTime, our endeavor 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 realize 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.”

Talking about the insight and the campaign, Rajdeepak Das, CEO & 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 padhta hai’. When we started creating this movement, we realized we spend up to 300 hours on doing laundry. 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.”

Agency credits:

Conceptualized By– Leo Burnett India

Directed By: Shoojit Sircar

PR Agency – Genesis BCW

Media Agency – MediaCom

Digital Agency – Kinnect Media Pvt Ltd

On-ground Partners – VMLY&R Commerce Encompass 

Creative and Production Credits:

CEO & Chief Creative Officer – South Asia: Rajdeepak Das

CEO & 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 Panning: 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 Pvt Ltd

Executive Producer: Ronnie Lahiri

Director: Shoojit Sircar

Producer: Supriya Macwan

Associate Producer: Madhukar Moses