Rin, a leading detergent brand from Unilever, believes every Indian has the talent to shine. However, many of its younger TG come from less privileged backgrounds and struggle to enter the job market and progress in their careers. While they have access to education, what they lack are the necessary soft skills for employment. Particularly, English speaking skills, Office Dressing, and Interview Training. These 3 key user need gaps were what gave rise to the Rin Career Ready Academy. The Rin Career Academy was initially launched as an Automated Voice Response system (IVR) that needed users to dial in and access various content pieces. However, this had its limitations and proved to be a cumbersome, one-way interaction that wasn’t engaging. It was also expensive for the brand to sustain in the long run. What was needed was a scalable, economical, content rich academy that was accessible across the country.

Built with a bandwidth-first approach, the academy was accessible even on 2G networks and basic phone browsers. It worked with all default device browsers giving it a reach and scale it never had before. With just a single sign up, users got access to the platform from any device. They could start the program on a basic feature phone, and then move to smart one, or a computer, with no loss of progress or data. Most importantly, the web-based platform was seamlessly integrated with the older IVR system so any user of the old system could easily transition to the new platform, without any loss of progress or data.

After India, this platform is now being rolled out with the same user context in Bangladesh, Thailand, South Africa and Cambodia