#TideforTime which contextualizes the importance of time for the families of
today
9 out of 10* people agree that covid has made them realize the
importance of togetherness
India, 2021:The pandemic has hit India hard, 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 familiestogether
under one roof, this hasalso 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.
Taking this insight
forward, Tide, the biggest laundry brand globally the leading fabric care brand
in India from P&G, has announced their newest campaign #TideforTime
with the launch of a new film.With this campaign, Tide is shining the spotlight
on this story of many households across the country, where everyday tasks take
up most of the hours, 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#TideforTimefilmis 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.
The film has already garnered more than 3MM
views, and the grandmothers dialogue has been resonating with many – we
don’t ‘find’ time, we have to make time.Tide is also showing the way by highlighting simple
ways in which families can make time. For instance, households across India
spend upto 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!
Talking about
the campaign, Sharat Verma, Chief Marketing Officer, P&G India and Vice
President, Fabric Care said, “During Covid, we have been
limited to the confines of our homes. But this physical proximityhas 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.”
Watch the
emotional story on Tide’s YouTube, Facebook,
Twitter,
and Instagram pages.
Links to the film:https://www.youtube.com/watch?v=fCC37TVO7BU
*Based on
findings from a 3rd party survey conducted in 2021 by Toluna in
partnership with Tide with 800 respondents across 12 cities
^Based on
data from April IMRB Panel Database
About Procter & GambleP&G serves consumers in India with one of the
strongest portfolios of trusted, quality, leadership brands, including Vicks ®, Ariel®, Tide®, Whisper®, Olay®, Gillette®,
AmbiPur®, Pampers®, Pantene®, Oral-B®, Head & Shoulders® and Old Spice®.
P&G operates through 3 entities in India of which 2 are listed on NSE &
BSE. The listed P&G entities are: ‘Procter & Gamble Hygiene &
Health Care Limited’ and ‘Gillette India Limited’, whereas the unlisted entity
(which is a 100% subsidiary of the parent company in the U.S) operates by the
name ‘Procter & Gamble Home Products Ltd.’ In the last 12 years, P&G’s
signature CSR program P&G Shiksha has built and supported 1000 schools that
will impact the lives of 10,00,000 underprivileged children across the country by
providing them with access to education.
Please visit http://www.pg-India.com for the latest news and in-depth information
about P&G India and its brands.
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