In this campaign, Tide is shining the spotlight on the story of many households, where everyday tasks take up most of the time, leaving little time for anything else

exchange4media Staff Jul 5, 2021 5:17 PM

Dipankar Das Purkayastha?blur=25

The former CEO & MD of ABP opens up about his long association with the network, views about increasing digital footprint and plans to travel the world

Ruhail Amin Mar 25, 2021 8:08 AM

Sudhakar Rao?blur=25

Sudhakar Rao, Director, Branding, ICFAI Group, shared key insights on ‘Millennials: Future of Brands Evolution’

exchange4media Staff Nov 29, 2019 11:25 AM

Helo's  #AntiDengue campaign?blur=25

The campaign went viral within a week of its launch, garnering 90-million views and over 6,000 posts. It created awareness through in-app notifications, splash screens and interactive quizzes

exchange4media Staff Oct 30, 2019 2:27 PM


As WhatsApp does not yet support brands to advertise, marketers are creating engaging content in the form of GIFs and stickers to reach target audience

Tasmayee Laha Roy Jul 29, 2019 8:23 AM


The launch of Vice India will cover all areas- from a digital studio, to a production hub: Hosi Simon, CEO, Vice Media, Asia Pacific

exchange4media Staff Mar 7, 2018 8:52 AM

Sony Pix seeks to amaze with four back to back premieres on Feb 16?blur=25

The channel will air 'Expendables 2', 'After Earth', 'Dark Tide' & 'The Girl with The Dragon Tattoo' from noon onwards as part of its Premiere Pixathon initiative

exchange4media Staff Feb 13, 2014 7:53 AM

Competitive advtg will bring you in the limelight, but will it bring in the business??blur=25

Today smart tactics over extended weekends trump long-term thinking, but brands that build emotive differentiation alone become iconic. Brands build business not buzzness! - say experts

Priyanka Mehra Aug 26, 2013 8:57 AM

Delhi HC dismisses injunction petition filed by Colgate against Pepsodent?blur=25

The development took place yesterday. Much talked about 'Pepsodent Germicheck is 130% better than Colgate' ad to continue to air

Priyanka Mehra Aug 22, 2013 8:12 AM

Fox Traveller brings back ‘pop up’ Guru with ‘Ludo Bites America’?blur=25

The ‘Bad Boy’ of cooking works his culinary magic by giving a totally different spin to some of the most popular American classics

exchange4media Staff Aug 7, 2012 6:49 PM

Guest Column<br>Retrofit: Not about safedi ki chamak, but ratings ki chanak?blur=25

Safedi ki chamkar where Rin and Tide are slugging it out isn't the only battle zone these days. There is another joust in the media firmament where an ongoing glove fest has everyone riveted. And this has nothing to do with iski shirt meri shirt se zyada safed kyun hai? This one is about an entrenched player and a newbie, says Sandeep Bamzai.

Sandeep Bamzai Mar 10, 2010 7:48 AM

Rin Vs Tide: Kolkata HC orders Rin ad to be taken off air with immediate effect?blur=25

The Kolkata High Court has passed an ad interim order in the Rin versus Tide ad war case. The Court order restrains HUL from advertising its recent Rin ad. The Court has supported P&G’s belief that the ad is disparaging and has instructed HUL to take the advertisement off immediately. The court has also barred HUL from showing any such ads in the future.

exchange4media Mumbai Bureau Mar 6, 2010 6:21 AM

Rin Vs Tide: Washing dirty linen in public, literally?blur=25

It is one of those rare advertising moments when brands wage public war taking the advertising route. The long Holi weekend saw Hindustan Unilever’s Rin take on Procter & Gamble’s detergent brand Tide in a direct comparison, and stating in the ad that Rin is better than Tide. Three days of uninterrupted media bombarding of the ad has raised many conversations and the big question – does this work?

Noor Fathima Warsia Mar 3, 2010 7:37 AM