Results and Effectiveness

16,000 youth tried out for the tournament. 512 players played across 8 National Stadiums in front of a total audience of 127,000 over 48 matches, under the gaze of cricketing celebrities. One player’s talent was even spotted by the legendary Sachin Tendulkar. Live matches telecast ratings surpassed top international 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. • Declining market share moved up by 15%. • Spontaneous Awareness Doubled • Brand health scores increased by 68%.

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 entire cricket space at the time – International World Cup & Indian Premier League, which were heavily commercialized. We built this format into a National tournament. Young, deserving cricketers got the opportunity to showcase their skills to thousands in world class Stadiums across India and Millions of viewers at home. The entire T-10 season was telecast live on India’s largest TV channel - Doordarshan, broadcasting the battle between 512 street cricketers across the country over 48 matches. We also showcased the players’ success stories on a docu-drama series titled “Rin Aspirations” on Doordarshan. Reaching 56 Million viewers overall. Other media promotions reached 87 million. Generated $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, paucity of grounds and opportunities results in their potential remaining restricted to Street Cricket. The opportunity for Rin was to provide a platform that could unleash the sporting potential of these youth and influence their mothers.