The Campaign

TN and AP (priority markets) boast of being the more progressive states of India where literacy levels are high even amongst women. However, when it came to jobs and careers, these women don’t have equal opportunities. On one hand there is parental partiality towards the males and on the other, companies do not find the women “employable” .Research suggested that 51% working women in AP & 40% in TN were unskilled workers despite being educated. They are forced to undertake a blue-collar job while being capable of a white-collar one. One of the reasons being that in today’s world, companies require more from candidates than just the technical knowledge and domain experience. They need candidates to be well equipped with soft skills, etiquette and knowledge of English. This formed the basis of our solution. If women had to shine, then we would have to make them more ‘employable’ and empower them

Creative Execution

Newspapers was lead medium as it had a high reach and affinity within target audience. They carried stories tagged with brand advertorials. A ‘Scorecard’ was created that mentioned the number of registrations, motivating more women to join and learn. For 28 weeks we partnered with the leading newspapers. During the launch phase we released bespoke stories around “Shine for Success”. These were authored by our brand influencers,further supported by brand advertorials and communication and Course communication advertising. TV amplified the newspaper effort. Television aired interviews and vignettes with our Influencers and Achievers. Radio added buzz and engagement to the campaign. We selected 2000 applicants from the pool who applied but that would mean that many who applied would not be able to derive benefit from the initiative. Hence we developed a mobile course. A toll free number was given to facilitate registrations. To ensure the caller had understood the content.

Rin through this initiative identified and defined a purpose for the brand to engage with society. The initiative merely was not around reaching the consumer but bringing a real change in lives of real people. This initiative allowed Rin to play a bigger role in bringing about a larger social change. We received around 700,000 calls and over 210,000 registrations for the course. Over 72% of the users who registered accessed the course modules. The campaign met our objectives. Consideration scores for Rin increased by 2,800 basis points while brand loyalty attribute notched up by 1,900 basis points The surprise was that Sales grew by 400 bases points during the campaign period. Confidential information for the jury (150 words) Text entered here will be visible to the jury but will not be shown on the website or archive, or at the awards show.

The laundry category in India is fragmented with each brand vying for market share. Hence the communication in the category is skewed to promotional offers and discounts. In this scenario Rin’s brand proposition is “Time to Shine.” It stems from the belief that the shine in you is the shine on you. In this situation, we had to find a media solution which would give the consumer the “Time to Shine” through the moments that mattered the most to them – job interviews. It was the first time that a laundry brand went beyond conventional advertising to bring a change.

Insights, Strategy and the Idea

Rin, as a part of its social initiative, set up the Rin Career Ready Academy (RCRA) to inspire, educate and equip girls who were on the brink of their careers with livelihood skills to pursue 21st century careers. The academy would engage directly with each individual to make an impact in their lives thereby bringing about a larger social change, one individual at a time. Our solution was modelled on the lines of a Finishing School to help women appear confident at the moments that mattered the most “Job Interviews”. 3 key areas that the women were lacking were identified - English Speaking, Office Dressing and Interview training. Special training courses were designed on the above aspects, in partnership with British Council formed the syllabus of the academy. Our strategy can be encapsulated in a single phrase “showcase success to inspire successes”. We followed it up with getting Influencers on-board.