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New Work
Leo Burnett TIDE Title: Fold a Stain natiOnal Creative Director KV Sridhar Creative Director Amod Dani Art Directors Ganesh Nayak Sadanand Narvekar CopyWriter Anirban Sanyal illustrators Nishikant Palande Priyanka Chavan Pranali Bhogale Ganesh Nayak client servicing Nitin Sharma Schelizia Cazo Photographer Shivkumar Dhale Vice President Gaurav Lalwani Brand Partner Sharan Sabhachandani Brand Associate Pooja Motwani
FOLD A STAIN Tide detergent cleans with such proficiency that just a little bit does the trick. Therefore we created an innovative campaign strategically placed in centerspreads of widely read magazines. Through illustrations we depicted common colourful characters with big stains on their clothes.
These large stains were specially fabricated by paper and prompted the reader to fold them. On step-by-step folding, it magically transformed into a small One- Rupee sachet of Tide. The One-Rupee Tide sachet carries only 20 gms of Tide, aptly showing how a little bit of Tide, does a lot.