The true story of how hundreds of children influenced their mothers to erase their shopping lists and rewrite the success story of an age old brand.PROPOSITION: Rin detergent bar can erase ink spots, dirt and stains to make your white clothes look like new. UNILEVER wanted a demonstrative idea to bring this proposition alive.SOLUTION: A cool new product that engaged children and reached out to competition user Moms through them: Rin Eraser.Just a quarter of the detergent in size but equally potent in demonstrating the brand proposition.Designed in the exact shape of the RIN soap bar and armed with a special rubber ingredient to easily erase ink spots and stains from white uniforms, books and paper.Marketers have always been talking of how important kids are becoming as influencers in shopping decisions of their parents but here was an idea that clearly demonstrated it.

By launching a kids specific product that vividly demonstrated the core brand proposition of the detergent, the brand successfully reached out to its potential target audience like never before.

And a regular stationery product that engages children with so much fun while demonstrating something much larger, grabbed enough eyeballs to make the campaign immensely popular and within days, the product soon reached the homes of competition users and the potential target audience, influencing fresh trials and Rin bar purchases.The Campaign began with an initial School Activation programme, 02/03/2012 onwards, across 100+ Schools in South India, where Rin erasers were distributed free.Followed by localised market specific Supermarket Activation: 06/04/2012 onwards, covering all Leading Supermarkets Across Bangalore, Chennai & Hyderabad Cities in South India.Included simultaneous Retail Store Activation at Corner Stores and Popular Retail Outlets across these 3 key Cities in India.

During the first week of school, RIN erasers were given out at hundreds of schools ensuring that the brand got into competition users houses through the kids who carried the RIN erasers home.The kids fun experience activated the brand proposition and influenced moms, leading to 25% increase in trials and 12% increase in sales of RIN detergent in the activation specific market areas.Motivated by the success of this initial school specific activation, RIN Erasers are now being mass produced as a popular stationery product, and distributed along with RIN detergent purchases at supermarkets and stores across India.