RIN T10 STREET CRICKET

TitleRIN T10 STREET CRICKET
BrandHINDUSTAN UNILEVER
Product / ServiceDETERGENT POWDER
CategoryB02. Consumer Products
EntrantMINDSHARE INDIA Mumbai, INDIA
Entrant Company:MINDSHARE INDIA Mumbai, INDIA
Media Agency:MINDSHARE INDIA Mumbai, INDIA

Credits

Credits

Name Company Position
Maneesheel Gautam Mindshare Director
Pankaj Gupta Mindshare Associate Director
Satish Kasbe Mindshare Associate Director
Ashwin Moorthy Mindshare Executive

Results and Effectiveness

Live matches telecast ratings surpassed top international cricket matches. While International World Cup average rating was 0.7, peak TVR being 2.5, T-10 street cricket rating was 1.37, peak TVR being 2.9. The docudrama “Rin Aspirations” topped the Prime Time charts, turning local unknowns into national superstars. One player’s talent was even spotted by the legendary Sachin Tendulkar. • A Declining market share moved up by 15%. • Spontaneous Awareness Doubled • Brand health scores increased by 68%. The 3 month campaign reversed the 3 year declining trend and brought Rin back in the green.

Creative Execution

Rin gave the Street cricketer his shot at National Glory, unleashing his potential to the eyes of India by pioneering a new format: “T10 Street cricket”. Emulating the popular, grass roots level, street cricketing culture, it stood apart from the existing cricket space – International World Cup & Indian Premier League, which were heavily commercialized. We built this format into a National tournament, telecasting it live on India’s largest TV channel – Doordarshan. Young, deserving cricketers got the opportunity to showcase their skills to Millions of viewers at home. Going beyond the pitch, we showcased the players’ success stories on a docu-drama series titled “Rin Aspirations” on Doordarshan, bringing to life the Rin brand essence through the ‘rags to riches’ stories of the Street cricketers, making them national heroes. Reaching 56 Million viewers overall. Promotions on print, outdoor and online reached 87 million and $1.22 mn worth of PR.

Insights, Strategy and the Idea

Rin (Radiant) is a five decade old, Unilever laundry brand in India. Due to competitive pressure, the brand shrunk by one-third in just 3 years. It had become undifferentiated amongst middle class housewives and had weak equity. Our audience was 200 million middle class women, whose happiness exists in her family’s success. Her laundry duties prepare her kids to look good and unleash their potential. Rin was not perceived as a brand that could help fulfill this. In India, cricket is religion. The middle class youth play cricket in streets and by-lanes, harboring dreams of national stardom. Every mother secretly sees a cricketing star like Sachin Tendulkar in her child and encourages him. However, few get the chance to showcase their talent to the entire country. The opportunity for Rin was to provide a platform that could unleash the sporting potential of these youth and influence their mothers.