Rin: Career Ready Academy

This case study describes how Rin, an Indian laundry detergent brand, engaged with women in rural communities with an educational programme via mobile phone.

Rin: Career Ready Academy

Ronnie Thomas and Aunkita Dey

Campaign details

Brand: RinBrand Owner: Hindustan Unilever LimitedLead agency: PHD IndiaCountry: IndiaIndustry: Cleaners & detergents, Laundry productsChannels used: Direct marketing, Events & experiential, Mobile & appsBudget: 5 - 10 million

Executive summary

Rin is a detergent brand from Hindustan Unilever that enjoys a dominant market share in the states of Tamil Nadu and Andhra Pradesh. Its goal was to create brand love, which is challenging for any functional brand. Rin promises to give the user clothes that shine...

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