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2011 Advertising Annual
 :: Proctor & Gamble
Proctor & Gamble
Featured in:
2011 Advertising Annual
“To illustrate the benefit of Tide’s superior cleaning ability, we created a campaign called ‘Fold-a-Stain' and brought it to life through characters from traditional Indian folk art. Art and stain stickers on the character’s garments invited readers to interact with the ads; peeling back the stain on the character’s clothes reveals a One Rupee Tide coupon and a clean and white garment. This work of art soon became talked about across the city, blogs and social networks.”
Sadanand Narvekar/
Ganesh Nayak
, art directors
Amod Dani, writer/creative director
KV Sridhar, chief creative officer
Shivkumar Dhale
, photographer
Pranali Bhogale
Priyanka Chavan
Nishikant Palande
, illustrators
Leo Burnett India, ad agency
Proctor & Gamble, Tide, client

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