Use of Publications
Client Hindustan Unilever LTD
Brand Rin Detergent Powder
Entrant Mindshare
Brief The detergent category is flooded with communication that offers brighter, whiter clothes. Rin took a leadership stance and disrupted the category with the launch of Rin Antibac in Tamil Nadu. Goal was to inform consumers that washed clothes are not necessarily germ free.
During the brainstorm, we found the solution is using UV light to convey our message. We created an advertisement for newspapers which used invisible ink to show germs. When the ad was exposed to sunlight, the UV rays exposed the ink and the ‘hidden’ germs were visible. This analogy brought to life our message