Tide is a $250mn+ brand in the $4.4bn Indian laundry category, used by >99% Indians across all strata. I worked on marketing strategy and execution to grow revenue, profit, and market share for Tide, which served 80mn+ consumers across India, Bangladesh, Sri Lanka, and Nepal. Led multi-functional teams of 30+ over 9 projects.
Launched Tide Pods ($3mn/ā¹23cr revenue) via top stores & influencer-led digital campaign to target Indiaās top 20mn+ consumers
- Adapted ad films from UAE to India; 3mn+ views on YouTube
- Partnered with influencers like Bhumi Pednekar and Hina Khan; Targetted ads at people aged 18-35 in metropolitan cities and owning washing machines
- Press (afaqs; afaqs)
Led project to reverse highest-ever declining sales trend in Tide history
- Strategized and executed Tideās biggest end-to-end marketing campaign ($10mn/ā¹75cr revenue; +2% share) revamping product; packaging; advertising across TV, print, digital; GTM across 9mn stores in India
- Signed Bollywood actor Ayushmann Khurrana as Tideās first-ever celebrity ambassador, improving ad-scores 150% for 4 ads. Press (Livemint; Brand Equity; CampaignIndia; BrandingInAsia; Financial Express; Business Standard; AdGully)
- Optimized & managed annual media budget of $18mn/ā¹135cr across Television, Print, Out-of-Home, Cinema, all Digital Channels
Led Covid-19 CSR campaign for Tide India: āAngels in Whiteā
- Partnered with NGO Doctors4You and Apollo Hospitals to donate 100,00kg detergent to 25K+ healthcare workers across India during the first lockdown of Covid-19 in Apr-May 2020
- Garnered 5mn+ views on YouTube
Won three awards: Operational Excellence for Covid-19 CSR response & Brand Entrepreneur for advertising excellence
Conceptualized āTide for Timeā: positioning for premium portfolio
- Press (afaqs)
