Rin Case study RIN CHAMKAT RAHA KEEP SHINING by Mindshare Mumbai

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RIN CHAMKAT RAHA KEEP SHINING

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Industry Washing powders & Detergents
Media Case study
Market India
Agency Mindshare Mumbai
Released June 2012

Awards

Spikes Asia 2012
Media Best Use of Magazines/Newspapers Silver

Credits & Description

Advertiser HINDUSTAN UNILEVER
Product RIN DETERGENT
Entrant MINDSHARE Mumbai, INDIA
Type of Entry Media: Use of Media
Category Best Use of Magazines/Newspapers
Title RIN CHAMKAT RAHA KEEP SHINING
Advertiser/Client HINDUSTAN UNILEVER
Product/Service RIN DETERGENT
Entrant Company: MINDSHARE Mumbai, INDIA
Media Agency: MINDSHARE Mumbai, INDIA
Credits
Name Company Position
Shilpi Malik Mindshare Director - Exchange
Manish Shivani Mindshare Manager - Exchange
Devendra Deshpande Mindshare Partner - Invention
Rajesh Rao Mindshare Sr. Director - Exchange
Results and Effectiveness:
Daily Sakal has a circulation of 6.5 Lacs and we reached 2.23 Lac readers in Pune and Nasik "Chamkat raha" campaign brought flying colors to the brand and results were spectacular. Confidence in the brand increased by 50%, brand penetration increased by 10% & awareness by 70%
Creative Execution:
In Maharashtra, pumping in more GRPs with GECs and regional SATs is not working-out, choosing of regional TV soaps, program sponsorships is definitely not moving the scores in DT track data. Non TV (i.e.)Print & Radio route was adopted to achieve the 55.4% reach in our target audience, reaching 1296 individuals in 000’s in Fem25+ BCD.Partnering with the leading publication of Maharashtra “Daily Sakal” and structured the campaign in a phase-wise fashion. I Phase – Best Wishes - Front Page news carried a picture of bunch of students and Rin wishing them good luck for their exams. II Phase – Inner confidence - Various brand Ads showcasing Kid’s confidence carried out on front page with the communication “Rin Keep shinning” and Radio was used to amplify.the activity III Phase – “Keep shinning during Exams” - Advertorials carried out in Daily Sakal giving preparation tips to students appearing for exams, and be confident to attain a victory
Insights, Strategy and the Idea:
Insights - Maharashtra state is one of the vital markets for the brand Rin. The communication objective was to establish emotional quotient “Chamktey Rehna – Bringing your inner shine” in association with Rin in different geographies of Maharashtra, and make “Chamktey Rehna" as a brand lingo Strategy - March is considered to be a crucial period for students appearing for their exams with lot of stress, anxiety, and continuous pressure build by parents to aim for higher scores. Rin acted as a guardian and helped kids to motivate them so they face the exams without any fear. Idea - The idea was to motivate the mothers and their kids in the age group of 14-16 and inspire them by giving guidelines on handling stress and overcome their exam fears with confidence. As brand core idea is about “keep shinning “this platform gave an ample opportunity to engage with the school students.