Campaign Name: #Abwaqthainchamakneka
Campaign Conceptualized by Ogilvy India.
Rin detergent featured Bhawani Devi, India’s first women Olympic Champion to Qualify for Tokyo Olympics 2021. Coming from a humble background and choosing a less played sport, Bhawani Devi had to not only overcome financial obstacles but also patriarchy led stereotypes.
Hindustan Unilever’s Rin detergent campaign #AbWaqtHainBadalneKa demonstrated Bhawani’s Story of Grit and passion and also the unwavering belief of a mother who supported her pursuit.
The Brand’s core purpose was on narrating brightness to not only clothing but also to the inner passion of the people, to better their lives with stubborn confidence in them, and for aiming big despite having no privileges.
The Campaign starts with a 2-minute Video where Bhawani is shown as a Child practicing fencing and where she recalls the obstacles and patriarchal norms she faced. Recalling her first fencing Kit was very expensive which was beyond her family’s means, the kit was sponsored by her mother pawning her gold and who pushed Bhawani to never stop believing in her goal. The whole journey was a tough challenge for her where she left herself exhausted daily with dirt, but this never happened to stop her from aspiring for her goal. Finally, the Ad Ends with Bhawani winning gold in the commonwealth games which acts as a tribute to her mother’s unrelenting supporting saying ‘ Dekho Maa, Main Sona wapis le aae’