Mumbai, Jan 6: In line with the global re-alignment of accounts across theUnilever world the Rs 20 crore advertising account of Rin, HLL's leadingdetergent brand has recently shifted from Lintas India Limited to HindustanThompson Assoicates. In a bid to heighten awareness for the brand, HLL willbe shortly launching a new televison commercial across the nation. Shot atWestside, an exclusive retail outlet in Mumbai, the new commercial willreinforce Rin's USP - ``super whitening power'' - in a humourous way.Currently, Rin (powder & bar) enjoys a market share of 12 per cent in the Rs5,000 crore Indian detergents market. Says a spokesperson from HLL: ``Rinhas always stood for `superlative whiteness' a proposition which continuesto be relevant and persuasive till date. We have no plans to change theproposition in the new ad campaigns or future relaunches.''
Hence, the ad-brief to HTA was to continue with the same proposition anddevelop an advertising campaign which manages to break the clutter, whileunequivocally communicating the Rin values and proposition. In accordancewith the brief, HTA has recently released two television commercials billedas `Madhuri Dixit' and `Roman Holiday' commercials. In the newcommunications for Rin, the brand message remains the same but the executionis different, says a spokesperson from HTA. ``Deviating from the earlierroutes, we have taken a different approach to drive home the benfits of theproduct,'' adds the spokesperson from HTA.
With the tagline Baar baar nahi, sirf ek baar the new commercials haveadopted a humourous route to highlight the merits of the product. ``In ournew commericals, we have tried to break away from the earlier route. We havemainly drawn ideas from our Hindi films. For instance, one of ourcommercials feature a defiant housewife who says her name is MadhuriDixit,'' eleborates the spokesperson from HTA.
As of now, the agency has no plans to launch a print campaign to support itstelevision campaign.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.