Rin washes off the patriarchy with Bhavani Devi

Rin detergent has launched a campaign titled #AbWaqtHaiChamakneKa (it’s the time to shine now), to celebrate CA Bhavani Devi, India’s first woman fencing champion to qualify for the Olympics.

 

Conceptualised by Ogilvy, the film aims to call out the many stereotypes that women face. 

 

The film showcases Devi narrating the story of how she perfected her skills in a lesser-known sport, without giving into societal expectations from women. The film opens with a shot of Devi practising fencing as a child and recalls the journey of her struggle against patriarchal notions, right from her childhood to that of a successful fencer. It tells the story of how she would train, get exhausted and get her training gear dirty, but never give up.  It ends with Devi holding up her Gold medal, saying, “Dekho maa main sona vapis le aae”(look mother, I’ve bought back the Gold), since her mother aided her financially by selling her gold. 

 

Prabha Narasimhan, executive director and VP – home care, Hindustan Unilever, said, "Rin has been an integral part of Indian households for over five decades now and has stood for people who are unwilling to be defined by preset roles and have the courage to pursue their dreams, undeterred by their socio-economic backgrounds. The brand stands for supporting and celebrating the progress seeker, individuals who pursue their dreams and demonstrate courage to rescript their destiny. Through our latest campaign, 'Ab waqt hai chamakne ka', we endeavoured to showcase the glorious journey of Bhavani Devi, her mother's sacrifices and their collective success and in the process inspire millions of others to keep persevering their dreams, despite the odds. The essence of our brand aligns beautifully with such extraordinary stars who have risen from ordinary lives. We salute Bhavani for her dedication and wish her good luck as she prepares to represent India in Olympics 2021.”

 

CREDITS:

 

Brand team:

Prabha Narasimhan, executive director and VP – home care, Hindustan Unilever

Nitish Bhalotia, general manager, fabric solutions

Apala Sen, marketing manager, Rin

Sonam Doshi, assistant brand manager, Rin

Gaurav Mehta, assistant brand manager, Rin

 

Agency:

 

CCOs : Harshad Rajadhyaksha, Kainaz Karmakar, Sukesh Nayak

Vice chairperson and chief client officer: Hephzibah Pathak

Chief strategy officer: Prem Narayan

Senior VP, planning: Russel John 

Planning director : Sanketa Kapse

Managing partner (creative - West): Anurag Agnihotri

Group CD and copywriter: Saurabh Dikshit

Group CD: Shahrukh Irani

Senior VP : Nikhil Mohan

Client services director: Chandni Butta

Account supervisors : Savni Kenkre and Aouj Naqvi

Production house: Little Lamb Films

Director: Bauddhayan Mukherji (Buddy)

Executive producer: Monalisa Mukherji

Producer and editor: Avishek Ghosh