Following the partnership, Tide has been named the official laundry partner of PBKS for the IPL 2023.
As per the deal, the branding of the product is cemented at the leading side of the trouser. This will also include the launch of Tide Liquids in the country.
Sharat Verma, Chief Marketing Officer, P&G India and Vice President and Head – Fabric Care for P&G Indian subcontinent, said, “We are happy to announce Tide’s partnership with Punjab Kings. This partnership coincides with the launch of ‘Tide Liquids’ for washing machines which is specially designed for Indian wash conditions. This new liquid detergent by the World’s no 1* detergent brand Tide removes tough stains and delivers outstanding cleaning without fading colours. We are thrilled that Tide Liquids will be the ‘official laundry partner’ for the iconic Punjab Kings team. We share a common commitment for excellence. We wish the Punjab Kings team the very best for the matches ahead while committing to keep their uniforms bright and clean no matter what.”
Satish Menon, CEO, KPH Dream Cricket Pvt Ltd, said, “We are delighted to partner with Tide Liquids as our ‘official laundry partner’. As a team, we offer our fans the very best in entertainment on the field and clean kits are vital to this. This partnership will bring together IPL’s most loved team and India’s most loved brand together to do ‘dhulai’ both on pitch and off pitch. Tide is an iconic brand, and we are proud and excited to partner with the World’s no 1* detergent brand!”
Introduced in 1946, Tide is an American laundry detergent produced and marketed by Procter & Gamble. It is the highest-selling detergent brand in the world, with an estimated 14.3% of the global market. The company aims to fulfil the commitment of producing detergents that can help to clean clothes, while also maintaining the sustainability of the environment.
The Shikhar Dhawan-led side, after facing its first defeat of the season against Sunrisers Hyderabad (SRH) last Sunday, will look forward to bouncing back on Thursday, April 13 in Mohali, against Gujarat Titans (GT).