Rexona’s ‘Maidan Mein Utro’ with Smriti Mandhana Champions Confidence and Action

A Rallying Cry for Women to Step In

Rexona launches its new campaign, ‘Maidan Mein Utro’, featuring Indian women’s cricket vice-captain Smriti Mandhana. The film reframes sweat as a symbol of effort and ambition, urging women to move beyond comfort zones and claim their space—on the field, at work, and in everyday life. By spotlighting Mandhana’s fierce presence and purposeful stride, Rexona positions confidence as a choice you make with every step you take.

Owning Sweat as a Mark of Determination

The ad opens inside a charged cricket stadium. Mandhana walks onto the pitch and declares, “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.” The line captures the spirit of the campaign: sweat signals commitment, not discomfort. Rexona transforms freshness from a cosmetic add-on into a performance ally—fueling movement, participation, and pride in hard-earned progress.

Smriti Mandhana’s Message of Showing Up

Mandhana’s voice anchors the film’s philosophy. She states that confidence grows when you step in, sweat it out, and keep showing up even when the odds feel heavy. Her journey mirrors the campaign’s promise, demonstrating how persistence and presence shape winners long before the scoreboard does. Young girls watching see more than a star athlete—they see a playbook for courage that starts with one decisive step onto their own maidan.

Rexona as a Partner in Movement and Freshness

Rexona’s focus on confidence through motion turns deodorant into a catalyst for an active life. The brand underlines that freshness empowers participation, helping women stay in the moment and perform without hesitation. From practice sessions to presentations, the film connects performance hygiene with mindset, reinforcing that the right routine supports bigger goals.

A Call to Action from Unilever International

Nitin Agarwal, Chief Marketing Officer at Unilever International, frames ‘Maidan Mein Utro’ as more than an ad; it is a movement inviting women to play, show up, and lead. This stance places Rexona firmly in the culture of sport and self-belief, aligning the brand with progress, preparation, and everyday wins. The message lands with clarity: confidence belongs to those who dare to participate.

Building a Culture of Participation

By centering women’s cricket and a generational icon like Smriti Mandhana, Rexona celebrates visibility, ambition, and agency. The film celebrates the grit behind every breakthrough and normalizes sweat as part of the story. In doing so, it encourages girls and women to join teams, start routines, and pursue goals with conviction—because confidence lives in action, not in waiting.

Step In and Own the Moment

Rexona’s ‘Maidan Mein Utro’ champions participation as the path to confidence. With Smriti Mandhana leading the charge, the campaign unites performance, freshness, and purpose into a single, memorable call: step onto your field, own your sweat, and claim your win. For every woman ready to make that first move, the message is simple and strong—show up, and the game changes.