Rexona has launched its latest campaign, ‘Maidan Mein Utro’, starring Indian women’s cricket vice-captain Smriti Mandhana. The campaign celebrates confidence through participation and encourages women to step out of their comfort zones to take charge — both on and off the field.
Set amid the energy of a cricket ground, the film transforms sweat from a sign of discomfort into a badge of determination. It opens with Mandhana walking onto the pitch, voicing the spirit of the campaign: “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.”
Mandhana shares that ‘Maidan Mein Utro’ is about taking the first step with confidence — showing up, working hard, and embracing every challenge. Nitin Agarwal, CMO of Unilever International, describes the campaign as a “call to action” that empowers women to move, play, and express themselves freely.
With this initiative, Rexona reinforces its message of self-assurance and active living, celebrating women who bring confidence and determination to every arena of life.