A 24-hour go-cart race was planned in Chennai, India, inviting participants from Business Process Outsourcing firms, software firms and colleges. A pre-qualification round for the race was held via placement of race simulators at corporate offices and college campuses. Short listed candidates were recruited into teams, briefed and trained by Karun Chandok, A1 GP/World Series racer, and his team of experts. The grand finale was held in Chennai where 40 teams battled for the winning position over a period of 24 hours.

This promotion helped the brand to communicate the product's saliency amongst consumers that associated Rexona primarily as a soap brand. The mileage received from the 24-hour freshness tie-in built tremendous brand awareness causing “stock-outs” across retail outlets. All major newspapers covered the event extensively, resulting in PR coverage worth US$500,000.