The Campaign

Tamil Nadu, one of the key markets for Rin has a peculiar habit. Consumer here don’t just wash their clothes but disinfect them by using an antibacterial agent. of rinse their washed clothes with antiseptic to make them germ free. With this insight Rin spotted a key market opportunity and launched its new variant- Rin Antibac. So our strategy was to get consumers to be aware of new Rin Antibac as the detergent that also washes away 99.9% of germs, implying that they do not need the additional antiseptic rinse. Rin wanted to effectively demonstrate the key benefit of Antibiotic in its product as “seeing is believing” and there is no better medium to demonstrate the philosophy of seeing is believing then in Print. During the brainstorm, we realized just a simple print ad would not bring our proposition alive and decided to innovate.

Creative Execution

Rin Antibac is a premium offering from the Rin brand. Chennai was chosen as the market for financial and strategic reasons. We tied up with the leading publication ‘The Hindu’ to implement this innovation. The Sunday supplement ‘Metro Plus’ won hands down since the readership is more women skewed. X lakh copies were distributed

Research was initiated via Hansa Research to test effectiveness: • 57% awareness of the print ad • 85% of those who had seen the ad, linked it to the brand • 76% of respondents recalled the benefit of ”Removes 99.9% germs” • 50% of respondents stated that they would definitely buy the brand This idea performed beyond its expectations With this original idea, RIN not only effectively communicated and educated the idea of germ-free clothes but also proved that great ideas lie in the subtleties of human behaviour.

Rin wanted to effectively demonstrate the key benefit of Antibiotic (99.9 % germ free) in its product as “Seeing is believing”. Print is the high reach media in TamilNadu,we wanted to effectively bring alive this communication in Print. We realized just a simple print ad would not bring our proposition alive and decided to innovate and make print an interactive media. We created an advertisement for newspapers which used invisible ink to show germs. When the ad was exposed to sunlight, the UV rays exposed the ink and the ‘hidden’ germs were visible. This analogy brought to life our message.

Insights, Strategy and the Idea

we found the solution is using UV light to convey our message. We created an advertisement for newspapers which used invisible ink to show germs. When the ad was exposed to sunlight, the UV rays exposed the ink and the ‘hidden’ germs were visible. This analogy brought to life our message.RIN collaborated with THE HINDU and developed an UV Active Ink AD. In the AD two nurses in their crisp white uniforms were the key visual. But what made the AD special was the UV Active Ink used during printing of the AD The germs were printed with invisible ink so no one could see them. When the ad was exposed to the sunlight, the UV rays showed the germs on her dress. This innovation ensured that our audience was able to experience the proposition of Rin Antibac first hand.