Top Story


Home >> Out-of-home >> Article

Arc Worldwide creates 5.5 km long clothesline for Tide

Font Size   16
Arc Worldwide creates 5.5 km long clothesline for Tide

Arc Worldwide has created a record with the longest clothesline for promoting P&G’s detergent brand Tide, as part of an integrated marketing programme designed by the agency. The clothesline, strung along Hyderabad’s Hussain Sagar Lake on June 15, had 2,400 clothes hanging on a 5.5-kilometre long clothesline.

Vidya Murthy, Brand Manager-Home and Personal Care, P&G India, said, “Our consumer research indicated that the homemaker’s primary concern is her family’s well-being; she believes that one of the ways she can contribute to the family is by making the most of her budget.” The clothesline was used to illustrate the superior value that Tide offers consumers.

CVS Sharma, Senior VP and Director, Arc Worldwide, said, “Without using mass media, we wanted people to realise the value proposition of Tide, that a little amount of Tide can wash a large number of clothes. What better way than delivering a big surprise, the way the Tide TVCs do! The solution was therefore dramatic and simple: capture the imagination of Hyderabadis that a little amount of Tide can wash all clothes on India’s longest clothesline.”

Romit Mitra, Director-Integrated Marketing Services, Arc Worldwide, said, “The clothesline obviously struck a chord with the population of Hyderabad, becoming a top conversation point with people and media across the city over the weekend, and even photos uploaded on the Internet by passers-by. Forty people worked for five days in 12-hour shifts, 30 security personnel were deployed to secure the clothesline. In all, 1,480 casurina poles and 5.8 kms of nylon rope were used.”

Ameen Toor, Assistant Editor, Limca Book of Records, who was present at the location, confirmed that this was India’s longest clothesline.


Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems