The brief
Create a visually impactful and culturally relevant outdoor campaign that highlights Tide’s superior stain-removal power during Holi. The billboards should showcase real-life Holi-stained clothes, demonstrating Tide’s effectiveness through striking before-and-after visuals. The campaign should reinforce brand awareness and build trust by clearly showcasing the product’s ability to remove tough Holi stains.
Tide vs. Holi Stains. Tide vs. Holi Stains. Tide vs. Holi Stains. Tide vs. Holi Stains. Tide vs. Holi Stains. Tide vs. Holi Stains. Tide vs. Holi Stains. Tide vs. Holi Stains. Tide vs. Holi Stains.
100+
Organic mentions from 100+ media houses
1.4 Mil
1.4 Million in earned media
5 Mil
Reach 5 Million
151K
151K in engagement
IDEA
Turn a billboard into a bold, unmissable testament to Tide’s stain-removal power by using 644 real Holi-stained T-shirts, washed spotless with Tide. These freshly cleaned T-shirts were assembled to create a massive outdoor installation, visually proving that even the toughest Holi stains can be removed. By leveraging real consumer garments and a high-impact format, the campaign shattered the belief that Holi stains are permanent, making Tide the undeniable choice for post-Holi laundry. The sheer scale and innovation of the billboard ensured that no one could miss the message, reinforcing brand trust and love in a culturally relevant way.
Insight
People don't throw away their Holi clothes because they want to; they do it because they believe Holi stains can never be removed.
Execution
The Tide Holi campaign was designed to challenge the belief that Holi-stained clothes are ruined forever. Every year, millions discard their stained garments, assuming they can’t be cleaned. To prove otherwise, we collected 644 Holi-stained T-shirts, washed them spotless with Tide, and turned them into a massive billboard; an unmissable testament to Tide’s stain-removal power. Timed perfectly to be the day after Holi, the campaign not only reinforced brand trust and positioned Tide as the ultimate post-Holi laundry solution but also sparked widespread conversation online, with people sharing their surprise and admiration for the innovative execution.