During the Summer of 2013, we took over 100 buses. We created a completely new medium to get our message across. We distributed “Rexona Emergency Boxes”, which contained Rexona antiperspirants. In the case of an emergency, travelers were able to take one away, feeling fresh and odour free. To remind people that Rexona was there to help their journey be more pleasant, we played our well-known jingle to commuters, to directly associate ourselves as the leader in aiding such social problem.

On these kind of usages over the summer, 18,750,000 traveller had their journeys without the sweat complaints, totally fresh with Rexona.