| Title | LIPSTICK |
| Brand | PROCTOR & GAMBLE |
| Product / Service | TIDE DETERGENTS |
| Category | A03. Home Furnishing, Appliances, Maintenance & Household Products |
| Entrant | LEO BURNETT INDIA Mumbai, INDIA |
| Entrant Company: | LEO BURNETT INDIA Mumbai, INDIA |
| Advertising Agency: | LEO BURNETT INDIA Mumbai, INDIA |
| Production Company: | RISING SUN FILMS Mumbai, INDIA |
Credits | |
| Chief Creative Officer | Kv Sridhar |
| Executive Creative Director | Nitesh Tiwari/Santosh Padhi |
| Creative Director | Nitesh Tiwari/Santosh Padhi |
| Copywriter | Kv Sridhar/Nitesh Tiwari/Santosh Padhi |
| Agency Producer | Kevin Affonso |
| Advertiser's Supervisor | Pratima Chandra |
| Account Supervisor | Gaurav Lalwani/Sharan Sabhachandani |
| Director | Shoojit Sircar |
| Producer | Ronnie Lahiri |
| Sound Design/Arrangement | Shoojit Sircar, Sound Ideas |
| Lighting | Kamal Negi |
Whiteness can lose out on two grounds: murkiness and stains. So, in order to showcase Tide’s superior cleaning ability and whitening power we decided to tackle the stains problem in a very innovative manner. Stains: They diminish the whiteness in clothes, and over time, whites are far from being white. Tide believes that stains have no business being on clothes and that your clothes should be white and clean, always. In short, stains should be with their source and not on clothes. That’s where the idea came in …. ‘Put the stains back to where they belong!’