Our research showed that young women in small towns of India lacked the confidence to speak English. Hence were finding it difficult to get a good corporate job. What added to their woes was their multiple household responsibilities. This extra burden left them no time to learn English speaking or any additional skills.

So Rin, their favourite laundry brand, made it easier for them to learn these skills. We launched Rin Career Ready Academy and created India’s first Mobile Classrooms where English speaking and other soft skills were taught on a mobile phone by using IVR-technology, free-of-cost. Girls could enrol just by giving a missed call. The missed call number was mentioned on every Rin pack. Thus offering a solution at their fingertips.

Rin Career Ready Academy was launched in the two states of Tamil Nadu and Andhra Pradesh in its first phase. And within few weeks we received over 4,00,000 missed calls. That led to over 2,00,000 registrations. In this IVR-based mobile course, there were lessons, modules and exercises. And they could continue a session where they had left off. Thus Rin created a new way of engaging with customers. Rin now plans to take the course across India to create a new generation of confident young women ready to enter the corporate world.

1. Almost 25 million households reached

2. 7.5 lakh households added to the Rin family

3. Over 200,000 Lives impacted (over 200,000 registrations)

4. 540 million Moments of Shine (One Moment of Shine = One second of Training imparted)

5. 9 million minutes of consumer engagement

6. Average Engagement per user of 50 minutes!

7. 141,000 Euros worth of earned media

8. Penetration grew by 290 BPS

9. GROWTH IN BRAND LOVE VISIBLE IN SIGNIFICANT JUMPS ACROSS KEY PERCEPTION SCORES - LIKE ‘CARES FOR MY FUTURE’, ‘DOES GOOD FOR SOCIETY’ & ‘MODERNITY’

10. AS A BONUS, OUR SALES ALSO ACHIEVED 4% SEQUENTIAL GROWTH… (a) Without any change in input (b) In a category where even 1% jump is hard-fought (c) With volume de-growth and a slowly eroding quarterly consumer franchise for past 30 months preceding the campaign!