Mobile in India enjoy more than 80% penetration, and is the most relevant and effective medium to reach women. The idea therefore was to create a platform which addresses the need gap of a ‘finishing school’ by designing an entire curriculum of English language and soft skills training into snack-able content that could be delivered through the mobile phone. The aim was to inspire women take their first step towards confidence by becoming employment ready, through the ‘Rin Career Ready Academy’.

This in turn, tied in perfectly with the laundry brand’s promise of providing consumers with ‘clothes that shine’, and extended the same meaningfully.

An easy to remember toll free number was selected 1800-121-4545 which was promoted through print, TV and social media. Users had to just give a missed call to the number to start registering. Registration was the first step as we profiled the consumer based on their gender, so that women callers were given preference.

The curriculum was converted into 20 learning modules which had 5 chapters each. All callers was evaluated through a quiz at the end of each module. The caller also had the option to revise previous chapters to answer the quiz again to improve their score.

On completion of the entire course the callers were eligible for a certificate given by Rin in partnership with the British Council, an international organization recognized for English education.

We received over 3.3 lacs (0.33 million) unique missed calls for the campaign; and over 1 lac (0.1 million) registrations for the course.

Compared to a market average of 2 minutes, we received a record shattering average listening time of 20 minutes for each module.

A total of 14 lakh (1.4 million) minutes of course content was heard.

For Brand RIN, there was 2.9% increase in households added for RIN in the targeted markets (7.5 lakh (0.75 million) households added).

The brand equity also saw an increase in the following image attributes

‘Rin is a brand that stands for good’ +9%

‘Rin is a trustworthy brand’ +19%.

RIN CAREER READY ACADEMY helped rural women in various pockets of India to be self-sufficient through training, which is the first step for realizing her true worth and hence their potential.