“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.”
