MUMBAI: Tide Plus, one of the leading fabric care brands in India from P&G, has introduced the New & Improved Tide Plus. The New version of India’s popular detergent brand has undergone a formulation upgrade, leading to a superior, better performance! Leading actresses Drashti Dhami, Mouni Roy, Namrata Shirodkar and Jasmin Bhasin went on a cross country tour to launch the New and Improved Tide Plus across Big Bazaar & Hypercity stores, and spoke about Tide’s latest campaign #CollarUpWithTide.

The campaign is a funny take on the perils of hanging your collar to prevent dirtying it, and how with the new best-ever Tide, you can pop up your whitest collar in pride.

Every homemaker takes immense pride in ensuring that her family looks well groomed, and does not have to face embarrassing situations.

Actor & producer Namrata Shirodkar, who launched the New Improved Tide Plus in Hyderabad, said, “I recall that as a child, my mother would be very particular about my uniform when I went to school. Now that I am a mother myself, I realize how every homemaker takes pride in her family’s grooming.”

Drashti Dhami who is known for her extremely popular TV shows like Pardes Mein Hai Mera Dil, Geet and Madhubala – Ek Ishq, Ek junoon unveiled the product in Ahmedabad and Chandigarh.

Mouni Roy, the widely-acclaimed actress of Naagin fame who launched the Tide Plus in Kolkata, added, “With faster dissolution, more lather & easy rinse – you are in for surprising whiteness!."

Jasmin Bhasin, known for her popular show Tashan-e-Ishq and Dil se Dil Tak, took the audience of Bhopal by storm with her vivacious personality and Collar-up ishtyle said, “I have been a hospitality student, and our daily uniforms were supposed to be stark white! I have been through this struggle, and hence the insight for the campaign resonates very well with me."

P&G India Fabric Care brand manager Priyanka Goyal said, “The new product formulation aims at delighting the consumer in ways like never before – an even superior product, for superior whiteness, improving the overall laundry experience! The new TVC is a fun, quirky take on relatable situations about men who hang out their collars to avoid getting them dirty, and end up being embarrassed."