Water scarcity is a huge problem in rural Uttar Pradesh. Rin relaunched the brand with ‘Smart Foam Technology’ which utilized less water during the rinsing process, thereby providing a solution to the water scarcity issue.
Objective: Create awareness of Rin’s role in the overall water scarcity problem, drive brand equity.
The “Women of the house’ do the laundry and have always had to bear-the-brunt of water shortages. She belongs to the lowest strata of society and is struggling to make ends meet. Washing the clothes is always done by hand. Washing machines are luxuries she cannot afford. Often she doesn’t have running water facilities at home and is dependent on the village hand pump.
It is her job to fetch water from the village “hand pump.” It is obvious that this activity is extremely time consuming and physically tough to do. However, an additional pain point is the wastage that results in drawing the water and taking it home
Rural consumers don’t switch brands easily unless there is a price off. Moreover, they don’t understand technology and for obvious reasons, you cannot go around rural India and conduct live demonstrations at scale.
Our marketing challenge was to get them to believe in the product efficacy so that they would consider the brand.
Rin was a perfect solution to her problems as it reduced the amount of water needed in the washing process. She could save up to 2 buckets of water for each wash
Our strategy was to make the brand address the overall problem of water scarcity rather than just addressing the washing of clothes issue. We believed that if our solution benefited the village at large, it would go a long way in establishing the brand proposition and brand credentials.
So our strategy was centered around the biggest ‘pain point’ of our consumer, i.e. the place where she goes daily to fetch the water. The Hand Pump.
The Hand Pump is associated with physical pain and mental anguish. A necessary evil. We wanted to convert that place into a place of happiness and joy. A place where she does not dread going to, a place where she could also take her kids to
So, we converted the ‘Hand Pump” into a ‘Play Pump.’ We made a tough, labour intensive activity into a fun, enjoyable one which even the kids could participate in
The hand pump was connected to a ‘Seesaw,’ like the one installed in a children’s park or playground. When the children played on this “Seesaw” the water was drawn up and stored in an adjoining tank. A tap was connected to the tank so that the villagers could effortlessly take the water from the tank This ensured minimum wastage of water with minimal effort.
Rin launched the pump in the Bhilor district of Uttar Pradesh in Itara Village. The Collector of the village along with the Sarpanch (i.e. the village head) inaugurated the play pump. The news was organically carried in all the leading newspapers and national channels.
The Play Pump became a new “MEDIA TOUCHPOINT.” Messaging around Rin’s new formulation and the benefit to consumers were put up around the pump area. This made the Rin proposition of saving water extremely relevant and engaging. This also cemented Rin’s role in addressing the problem of water scarcity for the village as a whole