Rexona has launched its latest campaign, ‘Maidan Mein Utro’, featuring Smriti Mandhana, vice-captain of the Indian women’s cricket team. The campaign celebrates women who step beyond their comfort zones to take charge – on the field and in life – redefining confidence as something earned through action and participation.
Video Link: https://www.youtube.com/watch?v=LVtDcDwu2io
Set against the vibrant backdrop of a cricket ground, the film reframes sweat not as discomfort but as a symbol of effort, courage, and determination. It opens with Mandhana walking onto the pitch, her voice echoing with conviction: “Some of us are not here to sit, but to play. Not to lose, but to win. Not to fear the sweat, but to own it.”
Sharing her perspective, Smriti Mandhana said, “Confidence doesn’t come from waiting – it comes from stepping in, showing up, and sweating it out. That’s what ‘Maidan Mein Utro’ means to me, and I hope it inspires every girl to take her first step with belief and courage.”
Nitin Agarwal, Chief Marketing Officer, Unilever International, added, “‘Maidan Mein Utro’ is more than just a campaign; it’s a call to action. It’s about empowering women to move, to play, and to show up with confidence – and Rexona is proud to be their freshness and assurance partner on that journey.”
Through this campaign, Rexona continues to champion self-assurance, active living, and the power of participation, reminding women that true confidence lies not in perfection, but in showing up and owning every moment.
