MUMBAI: P&G laundry and fabric care brand, Tide has launched its latest digital campaign #TideforTime which aims to contextualise the importance of time for the families dealing with work-life balance, especially under the pressures of pandemic-induced lockdown.

The brand shines the spotlight on the story of many households, where work and everyday tasks take up most of the time, leaving little time for anything else, by raising an important question – ‘Are we spending our time on what’s really important?’. The ad draws inferences, from a recent survey conducted in partnership with Tide which showed that 82 per cent people agree that balancing housework and office work has led to spending less time with your family during the pandemic.

The #TideforTime film, conceptualised by Leo Burnett India and directed by Shoojit Sircar, depicts the heart-warming story of a young family, as seen through the eyes of the grandmother who is visiting them. Throughout her stay, she notices her granddaughter spending time by herself, trying to seek her parents’ time and attention while they are caught up in office or housework. After she returns from her visit, the grandmother makes the family realise that the child misses spending time with her parents. She also reiterates that time is most valuable and ought to be spent on what’s really important, urging them to make more time for their child. The grandmother's dialogue – ‘You don’t ‘find’ time, you have to make time’ has been resonating with many.

Tide is also showing the way by highlighting simple ways in which families can make time. Households across India spend up to 300 hours doing laundry, indicates data. The ad concludes with the message that with its superior cleaning in the soak or machine itself, using Tide can result in lesser laundry time. This time that is saved, can be leveraged for what’s important to people – be it spending time with family, friends, pursuing their passion, honing a hobby, or anything they haven’t been able to ‘find’ time for!

“During Covid, we have been limited to the confines of our homes. But this physical proximity has not necessarily led to stronger emotional connection," P & G India-fabric care chief marketing officer and vice president Sharat Verma said. "Research shows nine out of 10 people agree that Covid has made them realize the importance of togetherness. With #TideForTime, our endeavor is to bring to light a pertinent question, rendered even more important in the current context – ‘Are we spending our time on what’s really important?’. Because there’s only one thing more precious than our time, and that’s how we spend it.”

Leo Burnett - South Asia CEO & chief creative officer Rajdeepak Das said, “My late aunt was one of those people who always had time for everyone, and I used to often ask her how she managed to have time. Her standard reply to me was ‘Beta time milta nahi hai, time banana padhta hai’. When we started creating this movement, we realized we spend up to 300 hours on doing laundry. With the #TideForTime movement, we want to encourage everyone to make time for all things that are really important by just saving on laundry time. This movement is a true Humankind insight, a story which goes beyond words and we hope will inspire everyone to make more time for their loved ones.”

MUMBAI: P&G laundry and fabric care brand, Tide has launched its latest digital campaign #TideforTime which aims to contextualise the importance of time for the families dealing with work-life balance, especially under the pressures of pandemic-induced lockdown. The brand shines the spotlight on the story of many households, where work and everyday tasks take up most of the time, leaving little time for anything else, by raising an important question – ‘Are we spending our time on what’s really important?’. The ad draws inferences, from a recent survey conducted in partnership with Tide which showed that 82 per cent people agree that balancing housework and office work has led to spending less time with your family during the pandemic. The #TideforTime film, conceptualised by Leo Burnett India and directed by Shoojit Sircar, depicts the heart-warming story of a young family, as seen through the eyes of the grandmother who is visiting them. Throughout her stay, she notices her granddaughter spending time by herself, trying to seek her parents’ time and attention while they are caught up in office or housework. After she returns from her visit, the grandmother makes the family realise that the child misses spending time with her parents. She also reiterates that time is most valuable and ought to be spent on what’s really important, urging them to make more time for their child. The grandmother's dialogue – ‘You don’t ‘find’ time, you have to make time’ has been resonating with many. Tide is also showing the way by highlighting simple ways in which families can make time. Households across India spend up to 300 hours doing laundry, indicates data. The ad concludes with the message that with its superior cleaning in the soak or machine itself, using Tide can result in lesser laundry time. This time that is saved, can be leveraged for what’s important to people – be it spending time with family, friends, pursuing their passion, honing a hobby, or anything they haven’t been able to ‘find’ time for! “During Covid, we have been limited to the confines of our homes. But this physical proximity has not necessarily led to stronger emotional connection," P & G India-fabric care chief marketing officer and vice president Sharat Verma said. "Research shows nine out of 10 people agree that Covid has made them realize the importance of togetherness. With #TideForTime, our endeavor is to bring to light a pertinent question, rendered even more important in the current context – ‘Are we spending our time on what’s really important?’. Because there’s only one thing more precious than our time, and that’s how we spend it.” Leo Burnett - South Asia CEO & chief creative officer Rajdeepak Das said, “My late aunt was one of those people who always had time for everyone, and I used to often ask her how she managed to have time. Her standard reply to me was ‘Beta time milta nahi hai, time banana padhta hai’. When we started creating this movement, we realized we spend up to 300 hours on doing laundry. With the #TideForTime movement, we want to encourage everyone to make time for all things that are really important by just saving on laundry time. This movement is a true Humankind insight, a story which goes beyond words and we hope will inspire everyone to make more time for their loved ones.”