Hindustan Unilever’s deodorant brand Rexona has launched its “Breaking Limits: Girls Can” series in support of women’s football in India. In association with the FIFA Women’s World Cup 2023, Rexona’s latest campaign focuses on telling young girls’ football stories in the country.
Rexona has also introduced the Breaking Limits Programme, a digital training series put together in a bid to better coaches, community leaders and mentors.
In furtherance of this idea, the brand released a two-minute-long clip on YouTube voicing the challenges and struggles of women’s football in India, sending powerful statistical messages via this campaign, claiming that less than 1% of girls play football in India.
Sending a broader message about equality of opportunity in sport, Director Sandhya Daisy Sundaram ensures viewers are aware of the issues and challenges of female athletes today.
Indian national team goalkeeper Aditi Chauhan features in the campaign’s promotional video and speaks about the importance of this movement.
Addressing the collaboration, Chauhan said (via Brand Equity):
“This collaboration aligns perfectly with my dedication to breaking barriers and creating pathways for girls to embrace football and move away from unfair societal norms. Together, we can foster a future where every girl’s passion for the sport is met with encouragement, motivation, guidance, and opportunity.”
Rexona Global’s Brand Vice President, Kathryn Swallow, provided her take on the partnership, adding:
“We are dedicated to creating a world where every girl has the chance and confidence to play football. Football’s unifying potential is immense, inspiring movement and unity. This is why we are thrilled to introduce the Breaking Limits Programme in India, marking our determined stride toward this vision.“
Ashwath Swaminathan, Vice President, Oral care & Deodorants, Hindustan Unilever Limited, said:
“Through our initiatives, we aim to shatter societal stigmas and uplift these young female athletes, reminding them that they are never alone in this journey. Rexona stands as a beacon of support, motivating girls to dream big, play their hearts out, and demonstrate that they can achieve greatness beyond any limitation.”