Detergent brand Tide has announced a new partnership with king Kan as it continues its history of delighting consumers with superior laundry solutions.

In this endeavour, Tide and Shah Rukh Khan have united in a joint commitment to delight fans and consumers, the detergent brand said in a media statement.

King Khan’s relentless pursuit of perfection and undeniable excellence serves as the cornerstone of Tide’s consumer promise. The new and improved Tide brings this shared commitment to life through a memorable new campaign, the company said.

The superstar has joined Tide India as a brand ambassador to endorse Tide as the ‘asli (real) SRK – Stain Removal King’.

Speaking on the partnership, Khan said in a statement, “This collaboration with Tide is not just about endorsing a brand; it’s about a shared commitment to perfection, and the relentless pursuit of excellence. I am glad to have joined in this first of its kind partnership and recommend Tide as the ‘asli/real SRK’.”

The last decade has witnessed Tide’s commitment to innovation through a host of initiatives, including the launch of new wash care solutions like Tide Matic Liquid and Tide PODS. In response to consumer behavioural changes, the ‘new and ‘improved’ Tide, equipped with boosted magnets, is designed to effectively tackle deep-seated stains like tea, coffee, oils & gravy, ensuring an outstanding clean, the press statement added.

Mukta Maheshwari, Chief Marketing Officer, P&G India; and Vice President, Fabric Care, P&G India (owners of the Tide brand) said, “P&G is committed to solving everyday consumer needs with superiority that drives brand preference. We’re delighted with the partnership with Shah Rukh Khan and his endorsement of the New and Improved Tide as the Stain Removal King.”