Let’s face it, laundry is boring and detergent brands do not generate much interest. Mostly, because all brands offer similar benefits and the communication is very functional.

Rin, the detergent brand from Unilever is the market leader in key markets of Tamil Nadu & Andhra Pradesh. However Rin, wanted to ensure it stood distinct from the category that harped on benefits & price offs. Rin, wanted to drive a social cause that was close to the youth, While ensuring that the brand loyalty & consideration scores rose.

Newspapers was lead medium as it had a high reach and affinity within target audience. They carried stories tagged with brand advertorials. A ‘Scorecard’ was created that mentioned the number of registrations, motivating more women to join and learn. For 28 weeks we partnered with the leading newspapers. During the launch phase we released bespoke stories around “Shine for Success”. These were authored by our brand influencers,further supported by brand advertorials and communication and Course communication advertising.

TV amplified the newspaper effort. Television aired interviews and vignettes with our Influencers and Achievers.

Radio added buzz and engagement to the campaign. We selected 2000 applicants from the pool who applied but that would mean that many who applied would not be able to derive benefit from the initiative. Hence we developed a mobile course. A toll free number was given to facilitate registrations. To ensure the caller had understood the content.