Rin: The campaign that saved 5000 million litres of water

Rin, an Indian laundry detergent brand, created a new product formulation that helped save 50% of water to highlight its dedication to do something to help Indian consumers that other brands were not.

The marketing objective

In the highly contested laundry category, Rin, a HUL brand is a close #3. Laundry category advertising has largely revolved around functional messaging such as price, whitest white and stain removal.

The core objective of the brand was to make core consumers believe that Rin offers something that other brands do not.

The task ahead of Rin was to make its consumers perceive that they offer "something" that other brands do not. The brand decided to build its purpose of existence around solving a real consumer problem.

The Target Audience

Rukhmani, mother of two walks three kms...

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