Rin Print RIN ERASER by J. Walter Thompson Bangalore

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Industry Washing powders & Detergents
Media Print, Magazine & Newspaper
Market India
Agency J. Walter Thompson Bangalore
Creative Director Alka Adhikari
Copywriter Senthil Kumar
Designer Arthanari Shanmugavel Abhijit Kundu Sunil Antony Joseph Pratap Arjun Nalapat Selvan Ross Abhijit Mallick Sameet Soni Jeffrey Emmanuel Nakul Talgeri
Released July 2011

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: UNILEVER
Product/Service: RIN DETERGENT
Agency: JWT
Chief Creative Officer: Bobby Pawar (JWT)
National Creative Director: Senthil Kumar (JWT)
Creative Director: Senthil Kumar (JWT)
Creative Director: Alka Adhikari (JWT)
Art Director: Nakul Talgeri (JWT)
Designer: Nakul Talgeri (JWT)
Copywriter: Senthil Kumar (JWT)
Media placement: School Activation - 100+ Schools Across South India - 02 03 2012
Media placement: Supermarket Activation - All Leading Supermarkets Across Bangalore, Chennai & Hyderabad - 06 04 2012
Media placement: Retail Store Activation - Corner Stores & Popular Retail Outlets Across 03 Cities. - 06 04 2012

Describe the objective of the promotion.
The true story of how hundreds of children influenced their mothers to erase their shopping lists and rewrite the success story of an age old brand.
Proposition: RIN detergent bar can erase ink spots, dirt & stains to make your white clothes look as good as new. Unilever wanted a demonstrative idea to bring this proposition alive for non-RIN users i.e. the competition detergent users.

The objective was to clearly engage the target audience with an unusual idea that involved children who often influence their mothers to try out new brands, while shopping in supermarkets.

Describe how the promotion developed from concept to implementation.
Solution: A cool new product that engaged children and reached out to competition detergent-using Mums through them - the RIN eraser.

Just a quarter of the detergent in size but equally potent in demonstrating the RIN proposition.
Designed in the exact shape of the RIN soap bar and armed with a special rubber ingredient to easily erase ink spots & stains from white uniforms, school books and writing paper.

A product that engages children with so much fun is bound to become popular and soon reach the homes of the potential target audience, influencing trials and purchases.

Explain why the method of promotion was most relevant to the product or service.
Marketers have always been talking of how important kids are becoming as influencers in shopping decisions of their parents but here was an idea that clearly demonstrated the efficacy of this notion. By launching a kid-specific product that vividly demonstrated the core brand proposition of the detergent, the brand successfully reached out to its potential target audience like never before.

The kids' fun experiences with the RIN eraser in school and at home, activated the brand proposition and influenced mums to try out RIN detergent bar, leading to a surge in trials and a corresponding increase in sales.

Describe the success of the promotion with both client and consumer including some quantifiable results.
During the first week of school, RIN erasers were given out at hundreds of schools ensuring that the brand got into competition-users houses through the kids who carried the RIN erasers home.

The kids' fun experience activated the brand proposition and influenced mums, leading to a 25% increase in trials and 12% increase in sales of RIN detergent in activation specific market areas. Motivated by the success of this initial school specific activation, RIN Erasers are now being mass produced as a popular stationery product, and given away along with RIN detergent purchases at supermarkets and stores across India.