Mumbai:  Sociowash, an integrated advertising agency, has secured the digital mandate for Tide Arabia, the leading laundry detergent brand in the UAE.

The agency will be responsible for elevating the brand's digital presence through the formulation and execution of strategic creative approaches.

The account was won as Sociowash's successful management of Tide India's account stood as a testament to the agency's capabilities. The quality of work delivered reflects the high standards and expertise that Sociowash consistently brings to its clients. The account will be managed by the agency’s Mumbai team. As part of this strategic partnership, Sociowash will be responsible for increasing the digital share of the voice of the brand by executing campaigns that will increase engagement and brand recall. The agency will amplify the brand’s digital presence  while resonating with its target audience and help the brand achieve its business objectives

When asked about the win, Sociowash co-founder Raghav Bagai said, “Tide is the most prominent name when it comes to laundry detergents, globally. We are elated to have been chosen to manage the digital landscape for Tide Arabia. We are confident that our team's extensive experience and expertise in FMCG brands will help redefine and elevate the brand's digital positioning in the region. Together, we can create an impact that goes beyond what has been achieved before, reaching new locations, setting new benchmarks, and adding genuine value for the brand.”

Tide Arabia brand director Arushi Sethi said, “With Sociowash, Tide Arabia looks forward to leveraging new technologies and tactical digital strategies; to further cement our position as a leading laundry detergent brand. We are excited to collaborate and craft engaging campaigns, increasing audience engagement and elevating our overall digital presence.”