The Campaign

Laundry is a very non-conversational category, and also it is always believed that there is no work around on reducing usage of water in the household. In this scenario Rin launched its new formulation that brought down usage of water by nearly ½. This technology presented with an immediate opportunity of saving 75 bn litres of water in the state. A mere water conservation campaign does not evoke very positive actions amongst the consumers. The common response to these campaigns is, How can one singular individual can make a difference?. We used this key insight to inspire people that it every little drop that makes up the ocean. So every effort big or small can and will contribute towards the cause.

The Brief

3 Million

Creative Execution

Dhobhi ghat at Mumbai is the largest open-air laundromat in the world, where everyday about 7,000 laundry men wash about 0.1Mn clothes using their hands. Dhobi Ghat has garnered Guinness Book of World Records entry under ‘most people hand-washing clothes at a single location’ in 2011. This proved to be the most apt platform to bring our activation alive. We replaced their regular detergent with Rin detergent powder. The dhobhi’s were asked to follow their normal routine of washing clothes. At the end of activation, we measured & compared the amount of water used with rin v/s other detergent. Dhobhi’s together saved about 500Lts of water in one single day. We captured this process ina film & put it across av platforms. This acted as an inspiration to general masses that if dhobhi’s who belong to lowest strata of society can contribute & bring a change, then so can everyone.

Describe the success of the promotion with both client and consumer including some quantifiable results

13% Volume growth; Highest ever volume growth in the history of the brand Penetration up by 320 Basis Points over last year same period Top of Mind went up by 170 Basis points Market Share rose by 80 Basis points

Explain why the method of promotion was most relevant to the product or service

While the functionality of Rin Bar and the media around it would do the job of landing the key message, it was important for Rin to take a step forward and do something more in its largest state, to give back to its consumers. Keeping the consumer insight at the forefront – Jal Samruddh Maharashtra (Water Conservation) was born – an activation designed to spread the message of Water Conservation with a 360 degree approach of the Activation TVC & Print and on-ground activation to build credibility.

We decided to use the route of demonstration. To showcase how every individual however his social standing in his own capacity can bring about positive social impact. We took the dhobhi’s (Laundry Man) the most insignificant set of people as far as water conservation is concerned. We intentionally wanted to avoid the elite, educated class since response to them is always prejudiced. They are believed to be arm chair activist, somebody who just preach. We wanted to evoke empathy amongst masses & a feeling of “I too can make a difference”. And its almost embarrassing for public at large when have not’s can contribute & the affluent one’s are still looking for excuses. We used the route of activation to demonstrate.