Tide launches India’s first laundry music video

Tide, World’s No 1* detergent known for its quirky and fun commercials unveiled India’s first laundry music video ‘Khachak Khuchak Chod do’ with vibrant and foot-tapping music video featuring the much-loved comedian Kiku Sharda. The word ‘Khachak Khuchak' is the sound of arduous scrubbing that consumers have to do when washing clothes by hand. Indian families spend up to 300 hours^ every year hand-washing clothes. With Tide detergent, consumers can save up to 40% of the time spent doing laundry. Tide removes tough stains like gravy, oil and mud easily without any scrubbing and is asking consumers to say goodbye to khachak khuchak in this new video. 

The video has Kiku Sharda grooving to the lyrics and a hook step that says goodbye to scrubbing to remove tough stains like oil, gravy, and dirt from clothes and welcomes ‘khachak khuchak’-free new year with the Tide range of detergents. Through this cult-music video, Tide continues to connect with consumers across India by innovating new trends. The video has been launched across Tide’s social media channels including YouTube, Instagram, and Facebook.

Removing tough stains like gravy, oil and mud from clothes and dirt from tough areas like collar, cuff and underarms can be arduous and cumbersome. Consumers have to scrub and brush clothes incessantly to make their clothes bright and extra white. This not only takes a lot of time but also affects the quality of the garment. ‘Tide Plus Double Power’ has stain magnets that go deep inside the fabric to remove the tough deep-seated food and oil stains without any scrubbing. Its improved formulation and enzyme system are specially designed to beat tough kitchen stains while also leaving them smelling fragrant and fresh. Tide has always stood for surprising whiteness while adding a bit of quirk and humor to the otherwise mundane chore of laundry.

Sharat Verma, Chief Marketing Officer, P&G India and Vice President and Fabric Care Head for P&G Indian subcontinent said, “Tide is known for its quirky and fun advertising which is in sync with pop culture. Our messaging is focused on Tide’s core benefit of whiteness and stain removal while adding a bit of humour to the, sometimes, mundane chore of laundry. Taking this further, Tide has launched the music video ‘Khachak Khuchak’ which uses the sound of scrubbing to bring to life Tide Double Power’s benefit of outstanding stain removal and whiteness without scrubbing.”

Tide Plus Double Power is available in Jasmine & Rose and Lemon & Mint fragrances. It is suitable for both white and colored clothes, and for hand wash and semi-automatic washing machines. 

*Source- Euromonitor International, Home Care 2022 Ed, retail value RSP, 2021 date

^Source- IMRB panel