Melt TV | Episode 235 | HUL’s Ashwath Swaminathan Shares Rexona’s Strategy To Leverage Women’s Football

melt, September 15, 2023

"The purpose of the campaign is to get more girls engaged with football, and Rexona is the brand that's best placed to do that."

Earlier this month, Hindustan Unilever’s deodorant brand, Rexona, launched The Rexona Breaking Limits Program. Targeted at the youth, the program leverages women’s football to market the brand. To know more , we are in conversation with Ashwath Swaminathan, Head – India for Oral Care and Does at Hindustan Unilever. Why did Rexona choose to leverage football? How does the campaign benefit the brand? And what are the expected results? Let’s find out as we get ready to melt with Ashwath Swaminathan.