Brief Explanation

The film encapsulates the daily life of one such unsung hero. In a country obsessed with cricket, not much thought has been given to the umpire who plays a pivotal role in every match. He faces the worst of the situations, often unnoticed, never commended and yet comes back to the field everyday to start over. What keeps him going is a hot water bath every morning with Racold. It washes off the previous day's challenges, rejuvenates and gives him a clean start to a new day. Every day. The campaign had an emotional connect with the consumer by understanding the role of the brand in the consumers life. A hot shower every morning prepares one to dust off the stress of the previous day and face the challenges of the day ahead, in a sense making one feel 'Reborn with hot water' every morning. The act of bathing plays a pivotal role in terms of rejuvenating a person every day and thus allowing you to face a new day with the same fervor despite the challenges ahead.