Tide Dirt Magnets: "(movie) TIDE MAGTTRACTION" Print Ad by Leo Burnett India

Type of entry: Use of Media
Category: Best Use of Magazines
Advertiser: PROCTER & GAMBLE
Product/Service: TIDE DIRT MAGNETS
Agency: LEO BURNETT INDIA Mumbai, INDIA

Chief Creative Officer: KV Sridhar (Leo Burnett India)
Creative Director: Amod Dani (Leo Burnett India)
Art Director: Sadanand Narvekar (Leo Burnett India)
Photographer: Avdhut Hembade (Leo Burnett India)
Account Supervisor: Gaurav Lalwani (Leo Burnett India)
Account Manager: Sharan Sabhachandani (Leo Burnett India)
Account Manager: Pooja Motwani (Leo Burnett India)
Illustrator: Bhushan Patil (Leo Burnett India)

Results and Effectiveness:
The simple act of pulling away the stain left over 40,000 readers with smiling faces.

Post-release of the campaign, Tide’s value share grew from 8.2% to 9.1% in just a matter of 3 months.
Creative Execution:
Asked to promote the Tide Dirt Magnets property, the Tide ‘Magttraction’ magazine campaign included some magnetised sample packs, and iron filings. The close nature of the interactivity between the readers and their experience of pulling away the stain from the garments left them stunned and smiling.

This simple product demonstration truly hit the right human chords by placing interactivity, surprise and excitement at the forefront.

The campaign was channelised through instore merchandising and print execution called ‘magttraction’ to bring the dirt magnets property to life.
Insights, Strategy and the Idea:
Objective:
The objective of this campaign is to drive Tide’s superior whiteness benefit story by communicating a unique and extremely powerful RTB of dirt magnets.

Target Group:
Effortless cleaning is one of the key attributes that a consumer looks for in a laundry brand. Numerous qualitative and quantitative researches done on Tier 2-3 cities in India have revealed that the average Indian housewife juggles between many chores during her day and thus looks for an easy and effortless solution, within her budget, for her laundry needs.

Insight:
Consumers believe that white clothes once dirtied or stained can never look new again. With this campaign we wanted to change this very belief of the consumers by bringing to life the Tide dirt magnets property.