The detergents category is highly fragmented with several brands espousing similar functional benefits around superior clean. Moreover, price discounts and promotions were the order of the day reducing brand equity. Goal was to increase brand equity scores on the back of Rin’s unique positioning, ‘Chamakte Rehna.’
Solution
We converted the Rin brand jingle into a full-fledged song and incorporated it in the movie’s original soundtrack. It brought out clearly the Rin proposition of ‘Time to Shine’. To inspire our consumers we introduced it in the movie “Jai Gangaajal”. Our anthem was picturized on Priyanka Chopra the protagonist. Her character mirrored the Rin girl and embodied all the values of the brand
