The detergent category is flooded with communication that offers brighter, whiter clothes. Rin is one of India’s leading detergent brands and is known for its whiteness and brightness proposition, Rin took a leadership stance and disrupted the category with the launch of Rin Antibac, In Tamil Nadu.

RIN antibac- is a detergent with Ayurvedic extracts and total clean technology that destroys 99.9% of germs from your clothes.

Our Goal was to effectively communicated and educate consumers the idea of germ free clothes.

In the AD two nurses in their crisp white uniforms were the key visual.

But what made the AD special was the UV Active Ink used during printing of the AD

The germs were printed with invisible ink so no one could see them. When the ad was exposed to the sunlight, the UV rays showed the germs on her dress.

This innovation ensured that our audience was able to experience the proposition of Rin Antibac first hand.

Rin Antibac is a premium offering from the Rin brand. Chennai was chosen as the market for financial and strategic reasons. We tied up with the leading publication ‘The Hindu’ to implement this innovation.

The Sunday supplement ‘Metro Plus’ won hands down since the readership is more women skewed. X lakh copies were distributed