The true story of how hundreds of children influenced their mothers to erase their shopping lists and rewrite the success story of an age-old brand.Proposition: RIN detergent bar can erase ink spots, dirt and stains to make your white clothes look as good as new. Unilever wanted a demonstrative idea to bring this proposition alive for non-RIN users i.e. the competition detergent users.

Since the design had to engage and demonstrate the brand proposition, we focused on kids stationery and designed the RIN Eraser - a cool new product that engaged children and reached out to Moms through them.Designed in the exact shape and structural form of the RIN soap bar, and armed with a special rubber ingredient to erase ink spots and stains from white uniforms, books and writing paper. Just a quarter of the detergent in size but equally potent in demonstrating the RIN brand proposition with lots of fun built in to the product experience.

During the first week of school, RIN erasers were given out at hundreds of schools ensuring that the brand got into competition users houses through the kids who carried the RIN erasers home.The kids fun experience activated the brand proposition and influenced moms, leading to 25% increase in trials and 12% increase in sales of RIN detergent in the activation market areas.Motivated by the success of this initial school specific activation, RIN Erasers are now being mass produced as a popular stationery product, and given away along with RIN detergent purchases at supermarkets and stores across India.