The RIN detergent re-launch in the Chennai metro was done at the same time of the "Shivaji" tamil movie release during the month of June 2007.
Offtake Generation Plan
- Main target: Super Value stores in Chennai: 143
- RIN 500g and 1Kg packets had to be pushed to the customer
- For these SKU's TIDE was to be replaced by RIN through the traders (retailers-Super Value)
- Traders were told to replace TIDE packets with RIN especially for Home Delivery without the customers approval
- Pamphlets were sent along with the RIN packets communicating RIN's advantages and also communicating a "Money back guarantee scheme, if dissatisfied"
- Incentive for the Traders: 2 tickets for a first week Shivaji show on a Sunday
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