Rin: Career ready academy

This case study describes how Rin, a dominant detergent brand in some regions of India, created a mobile "career academy" to improve the career prospects of rural Indian women, and improve brand affinity.

Rin: Career ready academy

Ronnie Thomas

Campaign details

Brand owner: Hindustan UnileverLead agency: PHD IndiaContributing agency: ONE97 Communications IndiaBrand: RinCountry: IndiaIndustry: Cleaners & detergentsChannels used: Internet - microsites, Mobile & apps, Online video, Outdoor, out-of-home, Public relations, Social media, Television, Word of mouth, advocacyMedia budget: Up to $500k

Executive Summary

Rin is a detergent brand of Hindustan Unilever enjoying a dominant market share in the states of Tamil Nadu and Andhra Pradesh. Next steps for them would be creating brand love, which is challenging for...

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