Tide’s New Campaign #TideForTime Highlights the Significance of Time Spent on Important Things in Life

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The pandemic has hit India hard, with major towns and cities going under lockdown. With work from home and social distancing, everyone is spending more time indoors. Though a strict lockdown nationwide has brought many families together under one roof, this has also resulted in increased workload in the house. This adds up over time and has a larger impact. A recently conducted survey revealed 82%* agree that balancing housework and office work has led to spending lesser time with your family during the pandemic.

Taking this insight forward, Tide, the laundry brand from P&G, has announced their newest campaign #TideforTime with the launch of a new film. With this campaign, Tide is shining the spotlight on this story of many households across the country, where everyday tasks take up most of the hours, leaving little time for anything else. By raising an important question – ‘Are we spending our time on what’s really important?’ Tide aims to contextualise the importance of time for the families of today.

Conceptualized in a heartwarming narrative, the new #TideforTime film is the story of a grandmother who is visiting her family. Throughout her stay, she notices her granddaughter spending time by herself, trying to seek her parents time and attention because her parents are caught up in the office or homework. After she returns from her visit, the grandmother drives the realisation for the family that the granddaughter misses spending time with her parents. She also reiterates that time is most valuable when spent on what’s really important, urging them to make more time for with their child.

Survey reveals 9 out of 10 people agree that covid has made them realize the importance of togetherness

The film has already garnered more than 10MM views, and the grandmother’s dialogue has been resonating with many – we don’t ‘find’ time, we have to make time.

A recently conducted survey reveals:

  • 94%* parents agree that family time together is important for their child’s growth
  • 80%* think their parents feel lonely because they are not able to talk to them enough
  • 83%* women believe they would have been able to take care of their health if they had 30 more mins in a day
*Based on findings from a 3rd party survey conducted in 2021 by Toluna in partnership with Tide with 800 respondents across 12 cities.

You can watch the film below.

The film is conceptualized by Leo Burnett India and directed by Shoojit Sircar.

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