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.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular