TIDE MAGTTRACTION by Leo Burnett Mumbai for Tide

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TIDE MAGTTRACTION

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Industry Washing powders & Detergents
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market India
Agency Leo Burnett Mumbai
Art Director Sadanand Narvekar
Copywriter Amod Dani
Photographer Avdhut Hembade
Account Supervisor Gaurav Lalwani
Illustrator Bhushan Patil
Released December 2009

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: PROCTER & GAMBLE
Product/Service: TIDE DIRT MAGNETS
Agency: LEO BURNETT INDIA
Creative Director: Amod Dani
Copywriter: Amod Dani
Art Director: Sadanand Narvekar
Account Manager: Sharan Sabhachandani
Account Supervisor: Gaurav Lalwani
Advertiser's Supervisor: Anoop Abraham
Illustrator: Bhushan Patil
Photographer: Avdhut Hembade
Other Credits: Pooja Motwani
Date of First Appearance: Dec 4 2009 12:00AM
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA

Description of Ambient execution
Asked to promote the Tide Dirt Magnets property, we created posters for an in-store campaign called Tide ‘Magttraction’, which included some magnetized sample packs, and iron filings. On pulling the orange tab, the stain would magically come off the soiled white cloth. The close nature of the interactivity between the consumers and their experience of pulling away the stain from the garments left them stunned and smiling.