Whiteness can lose out on two grounds, murkiness and stains. So, in order to showcase Tide’s superior cleaning ability and whitening power we decided to tackle the stains problem in a very innovative manner. Stains: They diminish the whiteness in clothes, and over time whites are far from being white. Tide believes that stains have no business being on clothes and that your clothes should be white and clean, always. In short, stains should be with their source and not on clothes.

That’s where the idea came in …. ‘Put the stains back to where they belong!’As demonstrated in this spot when a husband returns home with a lipstick stain onhis shirt - his angry wife drags him to his mistress where she replaces the lipstick back onto the woman's lips.

Cloth Posters & T shirts with embroidery of a stain mark were designed. Pulling at the suspended Tide takeaway pack unravels the embroidery - leaving 'stain-free' cloth behind.

Sampling target exceeded by 127%. As a bonus, the exercise also became a much talked about advertising for the brand.