Advetisement Analysis_ Komal Motwani _IM19 C_207

Ad 2 - TIDE Plus Dhobi Ghat

Objective : To aware people about instant cleaning provided by the detergent without any effort.

Description : The advertisement starts with a "dhobi" instructing others at "Dhobi Ghat" about how to wash clothes. He gives some visual instructions to them and after getting disappointed with improper cleaning, he uses a phrase saying that "Behtar safedi ke liye mehnat to lagegi".

The MOTO of this advertisement is to depict the cleaning and washing power of the detergent that to with minimum effort.

Analysis:  The aim of this advertisement is to clear the misconception among Dhobis that to have proper cleaning it is required that one should put extra effort in rubbing the clothes.

The ad shows that it is futile to put all these extra efforts and rather a good detergent is required to do the needful. All the ads of Tide Plus uses this tagline of "Chauk Gye" and then provides the consumers with a clear perception of what exactly the product does and how it is better.

This ad became a success among lower middle class people and increased the market share of TIDE by a significant percentage.