RIN – Bijli giri!

It is the HUL laundry brand for the ‘Aspiring’ or mid-segment. It was launched in India in 1969. This range provides the benefit of ‘dazzling white cloth’ and ‘at affordable price’. This theme has been propagated through ADs showing self-confident people wearing spotless clean clothes. Recently Rin was also engaged in event sponsorship in the form of sponsoring Kid Reality Show ‘Rin Mera Star Super Star’ in Star Plus.

Following ads of Rin shows that the ‘Whiteness’ remains its key focus:
1970s:

2000s:
Like some other HUL brands to gain consumers confidence RIN also launched a whiteness scale. The catchy tag line of ‘Bijli giri!’or lightning strikes (and a similar sign in the RIN logo) perfectly fits the bill with the positioning of the brand.

This entry was posted in Marketing Practice and tagged , , , , , , , , , , , , , , , , by Dr. Angshu. Bookmark the permalink.

About Dr. Angshu

Dr. Angshu is the founder and owner of TNMG: The Next Marketing Guru. He is a PhD and MBA in Marketing from XLRI Jamshedpur. Currently he is leading large scale marketing, research & analytics projects as part of Strategy & Insights team at Star India, India’s no. 1 Media & Entertainment company. In his last job, he was heading Consumer Insights function for Spice Group. Earlier he has worked for Wipro Technologies and managed IT projects for marketing division of a Fortune 100 company. Dr. Angshu is a Visiting Professor at XLRI and IMT Ghaziabad. He has published multiple research papers on marketing, social media and luxury consumption. Recently he has published a book titled “Influence 2.0: How Social Media WOM Influences You" published by reputed international publishing house Lambert Publishing. Other than work and academics, he is a social media addict, big foodie and amateur pianist. You can contact him by: Gmail | Facebook | LinkedIn

Leave a Reply

Your email address will not be published. Required fields are marked *