scribing the growth of Tide only to clever pricing would be incorrect. One of the critical components in Tide�s success has been the brand's ability to connect with the consumer by delivering a strong, single-minded product proposition of �superior whiteness� through good advertising. "Tide has always delivered a very specific product message through some simple, yet refreshing and clutter-breaking advertising," says Jagdeep Kapoor, chairman and managing director, Samsika Marketing Consultants. "Its stark mnemonic sticks to the mind, and the communication has a straightforwardness that has helped build credibility. Also, the advertising has not deviated from its path, and the theme has been consistent despite constantly delivering newer renditions and executions."

Interestingly enough, Tide�s advertising in India can be classified under two heads: pre- and post-2001. At the time of launch, Tide�s advertising was powdered by the tried-and-trusted �doorstep challenge� format, which saw television actor and anchor Shekhar Suman urge consumers to pit their favourite detergent brands against Tide to test which brand delivered a superior laundry result. However, towards the end of 2001, Tide unveiled its first �white stripe� commercial in India that used the visual mnemonic of a white swoosh (or swipe) to communicate the surprising whiteness that the brand promised to deliver.
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