As viewers struggle to identify which watch, car or soft drink advertiser have paid huge amounts to get on screen, we knew our idea wasn’t about how we showed Rin on screen, but how we sang about it.

In a landmark deal, for the first time in India, a brand jingle became a hit song for a major Bollywood movie.

An innovative, new way to do product placement, our idea was to make sure the song was produced and mixed for Bollywood and create a unique way to reach millions of people in India.

The song became the official soundtrack for the movie, Jai Gangaajal, staring superstar actress Priyanka Chopra.

A music video was created and aired on TV, radio and online to maximize reach and engagement.

We created TV ads and launched a competition to meet Priyanka Chopra, asking people to share their shine stories.

We created a 3-week chat show with Priyanka Chopra on Hindustan Unilever’s mobile media platform, where people could miss-call and get free content.

Sales grew by 7% and 15% in the key markets of Maharashtra and Uttar Pradesh.

Key Brand metrics also saw an increase.

o ‘Time to shine’ awareness grew by 4%

o ‘Believes that bright clothes help you feel confident’ grew by 7%.

12 million people phoned the missed call line to hear Priyanka speak and listen to the song.

920,000 people entered a competition to meet Chopra.