Sociowash, Tide unveil marketing campaign featuring Punjab Kings’ players

The collaboration between Sociowash and Tide was announced in a teaser film called 'Sadde Punjab ka Naya Favourite'.

Sociowash, an integrated advertising agency, has teamed up with Tide, the leading global detergent brand, to launch an integrated campaign featuring the Punjab Kings (PBKS) players. This campaign features a star-studded roster such as the PBKS skipper Shikhar Dhawan, Arshdeep Singh and Shahrukh Khan.

Sociowash created and implemented the campaign, and SW Studios produced the video highlighting Tide’s cooperation with PBKS. The agency was also in charge of developing multichannel assets for the campaign.

The collaboration was announced through a short teaser film called ‘Sadde Punjab ka Naya Favourite’ which also heralded Tide Liquids’ debut in India.

Sociowash assisted Tide in developing a strategic plan that included offline advertising, out-of-home (OOH) placements, in-stadium advertising, and digital commercials to maximise the campaign’s reach. The campaign’s goal is to raise awareness of the Tide Liquids launch and connect customers using a variety of touchpoints and assets.

Pranav Agrawal, Co-Founder of Sociowash, said, “We are thrilled to collaborate with Tide on this campaign that showcases their association with Punjab Kings. The video, shot in our in-house production wing SW Studio, perfectly captures the essence of the partnership and highlights Tide’s role as the official partner. We believe this campaign will create a lasting impression on consumers, resonating with both cricket enthusiasts and loyal Tide customers.”

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