The Campaign

The effect of Bollywood on the lives of our target audience has always been all-pervasive and cannot be emphasized enough. However, what has changed, is the scope of its influence. Earlier, movies dictated fashion and beauty trends. Now, with the influx of strong female oriented films, Bollywood has started influencing life choices including career options. This area has been unexplored by brands and Rin wanted to take advantage of Cinema to bring to life ‘Chamakte Rehna’ Cinema is the great leveller. It cuts across gender, age, income and socio economic groups. There is no other medium that can give a brand massive scale and attention. We had to make Bollywood sing to Rin’s tune

Creative Execution

Cinema was used to Inspire and Influence our consumers • Jai Gangajal is about an honest female police officer leading the fight against nepotism and corruption, She, Aabha Mathur (played by Priyanka Chopra) epitomized the Rin girl. The Rin Anthem was played at the most critical part of the film when Aabha Mathur realized her goal and achieved success. This “Time to Shine” moment was also played out in the film’s promotional assets • All the other ‘Time to Shine Moments’ in the film had the tagline ‘Chamaktey Rehna’ incorporated in the script to inspire and motivate the audience Extend the cinema reach via other assets The Music Video was also created and aired across medium to get maximum reach and engagement To ensure that our rural consumers also engaged, we created a 3 weeks chat-show with Priyanka Chopra on Kan Khajura Tesan, (HUL’s mobile media platform) to engage consumer.

The sales grew by 700 BPS & 1500 BPS in the key markets of Maharashtra & UP respectively. Rin through this initiative inspired many women to go ahead and create their shine moments. The campaign touched 96 Mn. The campaign received 12 Mn missed calls, to hear Priyanka speak & listen to the rin anthem. The campaign saw participation of 9.2L people in the contest. Key brand Metrics grew by: • Time to shine proposition awareness grew by 400 basis points • Key KPI of “Believes that bright clothes help you feel confident grew by 700 BPS

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 .

Insights, Strategy and the Idea

We partnered with Prakash Jha Productions’, (known for their brand of socially stimulating cinema in the Hindi-speaking heartland) upcoming blockbuster Jai Gangajal. The Rin song was extended, and an inspirational anthem “Sada Chamkte Rehna” was created using the supremely talented Sunidhi Chauhan and composers Salim Suleiman. It brought out clearly the Rin proposition of ‘Time to Shine’. PLEASE NOTE: This was not a co-branded TVC with the anthem playing in the background but a song in the film. It formed part of the movie soundtrack. We all know that the songs go a long way in making the movie a success. This song was the pivot of the film as it matched the storyline perfectly. The Target audience look to Hindi Movies to draw inspiration and is highly influenced by the Bollywood stars.Priyanka Chopra has become an inspiration to many girls with her achieving fame at global stage