MAM
Rin celebrates India’s first Olympic fencer in its latest TVC
Mumbai: Rin, one of the oldest detergent brands from the house of Hindustan Unilever has unveiled its latest commercial celebrating the rise of India’s first woman fencing champion, C.A. Bhavani Devi. Earlier in March, Devi scripted history by becoming the first-ever Indian fencer to qualify for the Olympics to be held in Tokyo next month.
The TVC dwells on the Chennai-born athlete’s journey of grit and determination through the struggles to keep her sporting dreams alive. Fencing being an expensive sport, she had no access to good equipment during her initial years. The ad conceptualised by Ogilvy India showcases the sacrifices made by her parents so she never had to compromise on her training. In the one-minute-long film, Bhavani, who is the youngest of five siblings recounts how her mother pawned her jewellery when the going got tough so that she did not have to give up on her passion for fencing.
Narrating her story, the video begins with the fencing champion addressing the viewer with a disarming question ‘Have you ever given away gold to earn gold?’ Hailing from a middle-class background and having chosen a relatively lesser-known sport of fencing, Bhavani had to endure not just financial hindrances but also gender stereotypes and jibes from society on nurturing ‘affluent ambitions’.
The film showcases Bhavani Devi clinching the gold medal in the Sabre event at the Senior Commonwealth Fencing championship 2018 held in Canberra, Australia. In the process, Devi also became the first Indian to win a gold medal in the Commonwealth championship.
The ‘Ab Waqt hai chamakne ka‘ (Now’s the time to shine) campaign concludes with her triumphant, but heartwarming declaration, “Dekho maa, main sona vapis le aayi.” (Look mom, I got your gold back).
The film, produced by Little Lamb Films and directed by Bauddhayan Mukherji, showcases the athlete’s stubborn confidence in herself and her ability to make it big, despite humble beginnings.
Commenting on the campaign launch, Hindustan Unilever Ltd Home Care- executive director & VP Prabha Narasimhan says, “Rin has been an integral part of Indian households for over five decades now and has stood for people who are unwilling to be defined by preset roles and have the courage to pursue their dreams, undeterred by their socio-economic backgrounds. The brand stands for supporting and celebrating the progress seeker, individuals who pursue their dreams and demonstrate courage to rescript their destiny. Through our latest campaign, ‘Ab Waqt hai chamakne ka‘, we endeavoured to showcase the glorious journey of Bhavani Devi, her mother’s sacrifices, and their collective success and in the process inspire millions of others to keep persevering in their dreams, despite the odds. The essence of our brand aligns beautifully with such extraordinary stars who have risen from ordinary lives.”
He adds, “We salute Bhavani for her dedication and wish her good luck as she prepares to represent India in Olympics 2021.”
Having booked her berth for the Olympics, the champion fencer is now all set to make her mark in the international event.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
