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.